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The four millennial groups in online brand communities
Millennial consumers in online brand communities (OBCs) can be divided into four groups – judgementalists, bias situators, sugar-coaters and rationalisers – based on the discussions they engage in.
Such findings came from a qualitative study within the fashion industry, entitled Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective, published in the journal Psychology & Marketing.
How Clorox thinks about purpose
How brands can tackle the plastics crisis
Consumers are gradually becoming aware of the cost of their personal carbon footprint, but they see brands as the main barriers to driving down the impacts of consumption. Enemy number one? Plastics, especially single-use.
Brands have a crucial role to play in encouraging behaviour change and finding the right messages to engage with consumers in a meaningful way. That means getting their own house sorted and developing circular systems that tackle sustainability challenges, such as use and disposal of plastics.
Why it matters
Winners announced for WARC Awards for Effectiveness 2022
How Vietnam can embrace fashion-conscious consumerism
Vietnam is one of the world’s top fashion and textile manufacturers and the country will play a vital role as fashion brands meet the growing demand for sustainable fashion.
Why it matters
Netflix Co-CEO sketches advertising principles, holds back on detail
ABInBev and FCB take Creative Effectiveness Grand Prix
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