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.

Together, Honeycomb Strategy, Jackie Duke Insights and True Agency engaged over 1000 millennials to share their stories and perspectives on how brands can create love beyond the ‘like’

Some of what we learnt
00 %
millennials have accepted that ads will always be part of the social media landscape
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feel most connected to brands that regularly share relevant and useful content
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enjoy brands telling them about their new products or services
Not all millennials engage with content in the same way. While some actively ‘like’, comment and share content with their friends, 1 in 3 millennials won’t ‘like’ content in fear of being judged by others.
Brands have permission to advertise on social media, with nearly 7 in 10 millennials actively seeking out brands to follow online. With this permission is the expectation that brands will post content that’s relevant to the individual and directly relevant to the brand itself.
Entertaining content does not necessarily translate into brand connection. More than 1 in 2 millennials admit to following brands they would never consider buying, simply because the content they share is entertaining.
‘Likes’, comments and shares are just the tip of the iceberg. 3 in 4 millennials are taking conversations about brands offline, continuing their conversations about content in 'the real world'.
Brand collaboration is the way of the future. 3 in 5 millennials told us they trust brands that collaborate with others more than those who don’t. They love to see brands coming together to find new and meaningful ways to connect with their audience.
Influencers can be a highly effective way to drive brand love, but only if executed correctly. More than 3 in 5 millennials are sceptical about what influencers are paid to share, only trusting those who they know to be authentic and genuine.

Want to learn more?

Honeycomb Strategy, JD Insights and True Agency are excited to be able to share a tactical guide on how you and your team can create brand love beyond the ‘like’.

Contact us to set up a presentation or to chat further.