Creating brand love beyond the 'like'
More educated, connected and digitally empowered than their parents, millennials are arguably the most powerful consumer cohort in history. It is predicted that globally millennials alone will control as much as US$24 trillion by 2020, giving them greater spending power than any generation before.1
There is now a well-established body of research describing how millennials behave and what they value most. Millennials are the subject of conferences, TED talks and media attention. Despite the wealth of information about what characterises this generation, many brands still grapple with how to forge valuable and long lasting relationships with millennials.
1 Millennials – the global guardians of capital. UBS Chief Investment Office Wealth Management White Paper. June 2017.