Prudential Insurance Company of America probably didn't need to conduct research among millennials to realize it had an identity problem.
"We're a financial services company," explains Dorinda Walker, VP/Consumer Strategy & Key Initiatives for Multicultural at Prudential US. "And we're not seen as a sexy brand."
Dorinda Walker, VP/Consumer Strategy & Key Initiatives for Multicultural, Prudential US
Proof came with a round of consumer research a few years ago. As Walker related to an opening-day audience at the Association of National Advertisers' (ANA) 2017 Multicultural Marketing & Diversity Conference, "We asked millennials, 'How can we engage with you more effectively?'"...