Study Finds Millennial Generation’s Power to Influence Is Increasing

The Millennial generation, born between 1980 and 1995, is the largest, most diverse, educated and complicated group of shoppers the world has ever seen. Edelman and research partner Edelman Berland refreshed their 8095® study from 2010 to explore how the generation is changing the world and the implications for marketers when “average” is no longer enough.

When comparing Edelman’s 8095® 2.0 findings to the 2010 study, there is a clear shift in the ways Millennials perceive their lives and future – while still idealistic and optimistic, there is a new measure of realism. Global findings from Edelman’s 8095® 2.0 include:

  • The global recession has fundamentally changed Millennials: The economy is a key factor in Millennials’ lives and within their community. In fact, economic stability is the number one hope that Millennials have for their country.
  • Millennials are alpha-influencers:  Seven in 10 believe it is their responsibility to share feedback with brands when they have a good or bad experience.
  • Millennials are surprisingly open to brand engagement and advertising, if brands have the right approach: Only 3 percent of Millennials thinks all advertising is boring, and 80 percent want brands to entertain them – the ability to co-create products and services (40 percent across 11 countries) being the most popular way.

You can view the deck below for more information on this study.

How will this insight impact your marketing communications plan for 2013? Share your opinions in the comments below.

<div style=”margin-bottom:5px”> <strong> <a href=”” title=”8095 Refreshed ” target=”_blank”>8095 Refreshed </a> </strong> from <strong><a href=”” target=”_blank”>Edelman Insights</a></strong> </div>

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