Hashtagnation: Marketing to the selfie generation

This report explores attitudes of millennials - people aged 16-34 - towards brands, identity and values, and explains how brands can build better connections with this group.
  • Adolescents and young adults are interesting to marketers because this life-stage is key in establishing brand preferences and consumption habits for life.
  • Young people value experiences over things, and are open to using brands to help build and fuel emotional connections and conversations.
  • Young people have an innate understanding of their value as consumers, changing how they communicate with brands, and have different values to older generations, with a focus on utility and doing, rather than rebelling.
  • There are three areas most critical to young people's sense of identity, and each presents opportunities for brands to connect...

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