adroitdigital.com

MILLENNIALS

THE NEW

AGE OF BRAND

LOYALTYA SNAPSHOT OF MILLENNIALS

AND THEIR VIEWS ON BRANDS

Contents

Introduction 3

Objectives & Methodology 4

Major Findings 5

Demographics 6

Survey 7

Conclusion 18

About Adroit Digital 19

Contact Us 19

MILLennIALsadroitdigital.com

3MILLennIALsadroitdigital.com 3

IntroduCtIon

Every generation has its story: Baby Boomers, America’s greatest generation; Gen X, the slackers; and lastly Gen Y, the boomerang generation—digital natives, or as they’re best known today, Millennials. For marketers, Millennials are the most important generation to come along in the last 100 years, perhaps ever. This group of young adults is the largest generation by number in US history. Millennials number more than 80 million. That’s a population larger than the Baby Boomers, and it outnumbers Gen X almost 3:1. Millennials came of age in the wake of massive advancements in technology, unparalleled communication access, and media exposure that allowed people to spread information faster to a wider, more diverse audience than in any generation before them.

Millennial consumer behavior has been shaped by the world in which they have come of age, and their importance cannot be underestimated. As Baby Boomers move closer to retirement, they will take with them close to $400 billion in annual spending. This leaves a void that will be very difficult to fill.*

Retailers are scrambling to secure the loyalty of this tech-savvy and fast-paced crowd, which spends $600 billion a year. By 2030, Millennials will outnumber non-Millennials.** But what is this generation about, and what’s shaped their perceptions? In addition to growing up as digital natives, Millennials entered college in the face of the largest recession since the Great Depression. Many of those who completed their college education received their diploma accompanied by massive student loan debt. They also entered college knowing a bleak job market faced them on the other side. This has left many young adults still at home or returning home to live with their parents. They also see things differently because they are culturally different. Millennials are the most racially and ethnically diverse American generation ever, with over 20% of the population now identifying as Hispanic and 13% as African American.

Armed with this knowledge, how can brand marketers secure the loyalty of this extremely important group of consumers? Some have suggested the best marketing and advertising strategy is to not market to Millennials at all.† The digital age has created an environment that allows brands to engage and converse with their consumers. Marketers have the ability to shape multiple messages to nuanced audiences, which is of incredible value in a time when a “one size fits all” campaign no longer measures up. It is time to move beyond the hard sell.

Getting to know Millennial consumers will require testing, testing, and more testing. It will require evaluating new ad units, including social, native, and video as well as the associated creative and messaging. While much of this may seem to be shifting sands under marketers’ feet, there is some certainty. What seems certain is that this is a very exciting time to be a marketer traveling a new path and forging a new breed of advertising.

objeCtIves & MethodoLogy

To gain insight into how Millennials view brands and their thoughts on brand loyalty, Adroit Digital conducted a study to ask Millennials how they think about brands compared to how their parents think about them, and how brands can gain their future loyalty. The insights gained in the survey are meant to assist agencies and brands in evaluating how their current branding efforts align with the next generation of brand promoters.

The study was fielded from January 21 through January 27, 2014. The survey targeted a random sample of US consumers who self-identified as 18–33 years of age and who own both a smartphone and a personal computer. The study garnered 2,000 completes.

4MILLennIALsadroitdigital.com

5MILLennIALsadroitdigital.com

MAjor FIndIngs

• 60%ofMillennialssaidthatsocialadvertisinghasthemostinfluenceovertheminhowthey perceive a brand and a brand’s value. This compares with TV at 70%. Traditional mediaoutsideofTVfellflat.Intherealmofinfluence,radio,billboards(OOH),andmagazines finished last with mobile and online—both display and video—comfortably in the center.

• 64%ofMillennialsaremorebrand-loyalorasbrand-loyalastheirparents.24%considerthemselves to be more brand-loyal than their parents. As marketers look forward, they can rest assured this generation demonstrates strong brand loyalty.

• 39%ofallrespondentsthinkthatbrandsthatdon’tadvertisethroughmobilechannels,smartphones, and tablets are outdated and undesirable. While the tides of advertising channels are changing, brands still have an opportunity to keep ahead of the transition.

• 32%ofthosesurveyedsaidsocialadvertisinglendsthemostcredibilitytoinfluencingtheirbranddecisions,comparedto35%whoindicatedTVasthemostinfluentialadvertisingchannel.

• 26%ofMillennialrespondentssaidsocialisthemostlikelychanneltointroduceanewproduct they will consider for trial. Only TV, at a very small margin of +3%, outranks social.

• 77%oftheMillennialssurveyedsaidtheyareevaluatingbrandsonadifferentsetofcriteriathan their parents. Millennials may be brand-loyal, and many use several of the same products their parents are loyal to, but they’ll be evaluating them against a new yardstick.

• 55%ofyoungshopperssaidthatarecommendationfromafriendisoneofthestrongestinfluencersingettingthemtotryanewbrand.47%considerbrandreputationtobealmost as important. Product quality ranks fourth at 35%, while price has the most sway at 62%.

• 36%ofMillennialsbelievedigitaladvertisingisthemosteffectivemethodofinfluencingtheir brand decisions, with traditional advertising as a standalone showing markedly less influenceat19%.

• 52%ofMillennialswantbrandsthatarewillingtochangebasedonconsumeropinionandfeedback to maintain future relevance. 44% want to have open dialogue with brands through social channels, and 38% want brands to be more about the consumer and less about the brand.

• 38%ofMillennialswillswitchbrandsifacompanyisfoundtohavebadbusinesspractices—ethics matter to Millennials. Outside of financial factors, a business found to have bad business practices is the number one reason that Millennials will switch brands. This carries the same weight as a recommendation from a friend, at 38%.

6MILLennIALsadroitdigital.com

gender Age

deMogrAphICs

MILLennIALs Are the Most IMportAnt brAnd AudIenCe In the LAst 100 yeArs.

Base: n=2,000 Sums may not equal 100 due to rounding

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

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80%

33%

39%42%

21% 21%

31%

60%

70%

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40%

15%

9%

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2% 3%4%

26%

29%

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

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re m

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eff

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Trad

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

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21% 21%

31%

60%

70%

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40%

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26%

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

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Trad

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They

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

7MILLENNIALSadroitdigital.com

Base: n=2,000 Sums may not equal 100 due to rounding

do you use, or Are you brAnd-LoyAL to, the sAMe brAnds your pArents use And to whICh they Are brAnd-LoyAL?

43% of respondents indicated they use many of the same brands as their parents, but not all the same brands.

There are a few who think Mother knows best. 20% of respondents said they use and are brand-loyal to the same brands as their parents. A larger percentage of men than women think Mother knows best: 27% of men compared to 12% of women fall into the above category of loyalty.

Younger Millennials 18–25 are closer to Mother’s apron strings, with 72% indicating they use or are loyal to all or many of the brands their parents use, compared to 56% of older Millennials aged 26–33.

MAybe Mother doesn’t Know best

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

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21% 21%

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60%

70%

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

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70%

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62%

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

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Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

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37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

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70%

55%

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62%

47%

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23%19%

29%

20%

35%

20%

50%

19%

Dig

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They

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

8MILLennIALsadroitdigital.com

Base: n=2,000 Sums may not equal 100 due to rounding

do you FeeL you And others your Age Are As brAnd-LoyAL to your FAvorIte brAnds As your pArents Are to theIr FAvorIte brAnds?

Good news for marketers: 64% of Millennials surveyed feel the same level of brand loyalty or greater brand loyalty than their Baby Boom or Gen X parents. 24% fall into the category of feeling more brand-loyal than their parents.

Millennial men feel they are more brand-loyal than their parents compared to Millennial women, 30% and 17%, respectively.

As Millennials age, their feeling of brand loyalty compared to their parents drops considerably, with 23% of 18–25 year-olds and 37% of those aged 26–33 indicating they are less brand-loyal than their parents.

For brands’ continued success, securing the loyalty of the Millennial audience in the next ten years will create a tremendous upside in the future lifetime value of this customer set.

the AppLe doesn’t FALL FAr FroM the tree

do you FeeL brAnds thAt don’t AdvertIse on MobILe, sMArtphones, And tAbLets Are Less desIrAbLe And outdAted?

While the mobile advertising revolution is under way, brands still have time to jump on the bandwagon.

The majority of Millennials, 61%, don’t consider a brand to be undesirable and outdated if it lacks a mobile ad presence.However,39%dofeelbrands lacking a mobile advertising presence are undesirable and outdated. This is a number large enough that brands and agencies can’t ignore it.

There is a significant delta in this sentiment between men and women, as well as between younger Millennials compared to their elder counterparts. More men than

MobILe = Modern?

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

ileO

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80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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disp

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Mag

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Soci

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40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

ile p

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pro

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rsH

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Hea

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CPG

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

frie

nd

Reco

mm

ende

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Esta

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bran

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at

inst

ill tr

ust

70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

ds a

re m

ore

eff

ectiv

e

Trad

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al a

ds a

re

mor

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ey’re

mos

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ctiv

e

whe

n us

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They

’re e

qual

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ffect

ive

36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

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80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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Soci

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40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

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Hea

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CPG

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

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at

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

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re m

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eff

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Trad

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al a

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re

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whe

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They

’re e

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

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80%

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39%42%

21% 21%

31%

60%

70%

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40%

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9%

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26%

29%

Mob

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Hea

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

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at

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

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ds a

re m

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They

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

women feel mobile is modern: 50% of male respondents compared to 27% of female respondents.

It should come as no shock to brands and agencies that digital natives, those aged 18–25, see mobile as modern compared to older Millennials aged 26–33, who didn’t spend their formative years with mobile phones and the Internet at their fingertips: 50% compared to 32%, respectively.

9MILLENNIALS

Base: n=2,000 Sums may not equal 100 due to rounding

adroitdigital.com 9MILLennIALsadroitdigital.com

whICh AdvertIsIng MedIuM InFLuenCes you And other peopLe your Age the Most In how you perCeIve And vALue A brAnd?

If agencies and brands want to hold sway over the millennial audience, TV is the champ, but social is quickly coming up on its heels. For a medium that has existed less than a decade, social is offering TV some stiff competition.

When asked which advertising medium has the most influenceoverhowoursurveyrespondentsviewbrand value, TV and social were the clear winners, with 70% and 60%, respectively. Traditional media outsideofTVfellflat.Intherealmofinfluence,radio,billboards(OOH),andmagazinesfinishedlast,withmobile and online—both display and video— comfortably in the center.

Those who spent their youth in front of the TV and not the Internet or game console show TV as their primaryinfluencerinperceivingbrandvalue.73%of26–33 year-olds, compared to 66% of 18–25 year-olds, considerTVtobetheirbiggestinfluencerwhenitcomes to brand value.

Both men and women indicated social and online displayastheirlargestinfluencersbeyondTV.

tv MAy stILL be KIng oF the hILL, but soCIAL Is threAtenIng Its Crown

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

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80%

33%

39%42%

21% 21%

31%

60%

70%

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40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

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Hea

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CPG

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

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ende

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at

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

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re m

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whe

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They

’re e

qual

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ffect

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

10MILLENNIALS

Base: n=2,000 Sums may not equal 100 due to rounding

adroitdigital.com

the FIrst one Is Free

through whICh AdvertIsIng MedIuM Are you And other peopLe your Age Most LIKeLy to be IntroduCed to or FInd out About A new brAnd you’LL ConsIder For trIAL?

The first step in winning over a new customer is moving him or her from consideration to trial.

As our survey demonstrates, TV and social are the top advertisingmediaininfluencingMillennials’perceptionof brand value. The same holds true in moving them to trial.

For brands prospecting new customers, TV and social willpavethewaywithMillennials:29%and26%indicatedTV and social, respectively, as the media most likely to introduce them to a new product for trial.

Women are 1.5 times more likely than men to discover a new product for trial through social media exposure or advertising—31% compared to 21% of men.

do you And others your Age Choose your FAvorIte brAnds on A dIFFerent set oF CrIterIA thAn your pArents?

While many Millennials may have brand loyalty equal to or greater than that of their parents, they select brands using a different set of criteria.

When asked if Millennials chose brands on a different set of criteria from that used by their parents, the majority, 77%, indicated yes.

Thevariancebetweenmenandwomenisslight:79%ofmen, compared to 75% of women, indicated they use a different set of criteria than their parents to select brands.

pLAyIng by A new set oF ruLes

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

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es

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al TV

80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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e vi

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disp

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Mag

azin

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Soci

al TV

40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

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CPG

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

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nd

Reco

mm

ende

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Esta

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hed

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ds th

at

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ust

70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

ds a

re m

ore

eff

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e

Trad

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%M

obile

Onl

ine

vide

o

Radi

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disp

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Mag

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es

Soci

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80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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Radi

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disp

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Mag

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Soci

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40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

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CPG

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

frie

nd

Reco

mm

ende

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Bran

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Esta

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

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re m

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Trad

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

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disp

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Mag

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80%

33%

39%42%

21% 21%

31%

60%

70%

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Mag

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40%

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9%

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2% 3%4%

26%

29%

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CPG

Auto

70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

frie

nd

Reco

mm

ende

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Bran

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Esta

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at

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

ds a

re m

ore

eff

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Trad

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al a

ds a

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whe

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They

’re e

qual

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

no one wAnts A bAd reputAtIon

whAt CrIterIA do you And others your Age use to seLeCt A new brAnd For trIAL?

Is having a quality product enough?

For Millennials, the answer appears to be no. When we asked our Millennials which criteria they use to select a new brand for trial, quality was fourth on the list, with 35% of respondents. It was preceded by brand reputation at 47% and recommendation of a friend at 55%. The most important criterion to a Millennial is value and/or price, with 62%.

Rounding out the list of criteria are exposure throughsocialmediaat29%,brandsthatareeco-friendly at 28%, and a recommendation from good old mom and dad at 25%.

The big standout difference between men and women in their selection criteria is exposure to a brand through traditional advertising(TV,radio,magazines).Womenare almost 2.5 times more likely than men to use traditional advertising in their brand selection criteria, 36% compared to 15%.

11MILLennIALs

Base: n=2,000 Sums may not equal 100 due to rounding

adroitdigital.com

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

ileO

nlin

e vi

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Radi

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llboa

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Onl

ine

disp

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Mag

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es

Soci

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80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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nlin

e vi

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Radi

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Onl

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disp

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Mag

azin

es

Soci

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40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

ile p

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pro

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rsH

otel

s and

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Clot

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es/a

cces

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Hea

lth a

nd b

eaut

y

CPG

Auto

70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

frie

nd

Reco

mm

ende

d by

par

ent

Bran

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hed

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at

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

ds a

re m

ore

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Trad

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whe

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They

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qual

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

12MILLennIALs

Base: n=2,000 Sums may not equal 100 due to rounding

adroitdigital.com

dIgItAL For better ChoICes

do you thInK you And other peopLe your Age Are MAKIng sMArter brAnd ChoICes thAn your pArents beCAuse oF your ACCess to And FAMILIArIty wIth new teChnoLogIes (e.g., MobILe, soCIAL, Internet)?

Are Millennials smarter than their Baby Boomer and Gen X parents, or are they just able to gather more information from a wider selection of sources with speed and accuracy?

Regardless of the answer, 73% of Millennials think they are making smarter brand choices than their parents because of their knowledge, familiarity and access to the digital world at large.

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

ileO

nlin

e vi

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Radi

oBi

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Onl

ine

disp

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Mag

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es

Soci

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80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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nlin

e vi

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Radi

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rds

Onl

ine

disp

lay

Mag

azin

es

Soci

al TV

40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

ile p

hone

pro

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rsH

otel

s and

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Clot

hing

/sho

es/a

cces

sorie

sFi

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ces

Hea

lth a

nd b

eaut

y

CPG

Auto

70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

frie

nd

Reco

mm

ende

d by

par

ent

Bran

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at

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

ds a

re m

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Trad

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whe

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They

’re e

qual

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ive

36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

13MILLENNIALSadroitdigital.com

dIgItAL Ads wIn out wIth Men And younger MILLennIALs.

13MILLennIALsadroitdigital.com 13

dIgItAL deLIvers

do you thInK dIgItAL AdvertIseMents (onLIne, MobILe, soCIAL) Are More eFFeCtIve In InFLuenCIng your brAnd deCIsIon MAKIng thAn trAdItIonAL AdvertIseMents (tv, MAgAzInes, rAdIo)?

The majority of our Millennials, 45%, found strength in teamwork. They indicated digital ads when combined with traditional ad channels are equally or more effective in influencingtheirbranddecisionmakingcomparedtoeitheras a standalone channel.

36% of the Millennials surveyed think digital advertising is more effective than traditional advertising.

Men and younger Millennials are the true digital believers: 41% of men and 42% of those 18-25 feel digital advertising is moreeffectivethantraditionaladvertisingininfluencingtheir brand decisions.

When broken out by age set, the younger Millennials are more likely to feel digital is the channel of choice for influencingtheirbranddecisionmakingcomparedtotheirelder counterparts: 42% and 32%, respectively.

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

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Soci

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80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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disp

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Mag

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Soci

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40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

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pro

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

frie

nd

Reco

mm

ende

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y

Esta

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hed

bran

ds th

at

inst

ill tr

ust

70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

ds a

re m

ore

eff

ectiv

e

Trad

ition

al a

ds a

re

mor

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ey’re

mos

t effe

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whe

n us

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They

’re e

qual

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ffect

ive

36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

14MILLENNIALSadroitdigital.com

LoyALty CAn be FLeetIng

In whICh CAtegorIes Are you And others your Age the Most brAnd-LoyAL?

It is good news for mobile phones and fashion. Some may argue the two are entwined.

When it comes to brand loyalty, Millennials put their mobile phoneproviderstowardthetopoftheirlists,at59%.Notsurprising for a generation known as digital natives.

What they wear matters. The category where Millennials also feel strong brand loyalty is in clothing, shoe, and accessory brands, at 56%. With a marked decrease, health and beauty finishes out the top three brand loyalty categories,at39%.

Millennial men are more loyal to their cars and phones than women. Guys may love their cars, but they love their phones considerably more—41% and 61% comparatively. Whiletheladiesstilllovetheirphones(56%),theirbranddollarsalsoliewithhealthandbeautyproducts(54%).

The Millennial ladies felt the greatest brand loyalty to their clothes,shoes,andaccessories(64%).

14MILLennIALsadroitdigital.com

Base: n=2,000 Sums may not equal 100 due to rounding

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

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80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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disp

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Mag

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Soci

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40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

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CPG

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

frie

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Reco

mm

ende

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

ds a

re m

ore

eff

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Trad

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whe

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They

’re e

qual

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

don’t get between MILLennIALs And theIr phones.

Base: n=2,000 Sums may not equal 100 due to rounding

15MILLennIALsadroitdigital.com

whAt CAuses you And other peopLe your Age to swItCh brAnds?

The key to brand loyalty is just that. How do you keep a loyal customer over the long haul of a lifetime?

56% of Millennials would change brands when they experience a change in finances. When finances change either for the better or for the worse, consumers have to evaluate their current brands and their associated costs and value.

41% of Millennials would change brands if their current brand increased in price.

The other top three reasons that Millennials would change brands are a recommendation from a friend, at 38%; if their current brand is found to have bad business

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

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80%

33%

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21% 21%

31%

60%

70%

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40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

KeepIng theM LoyAL

practices, at 32%; and if something newer and shinier comes along, at 37%.

Women on average are more likely than men to change brands on several counts: something newer, 45% compared to 35%; a brand found to have bad business practices, 36% compared to 28%; and an eco-friendly competitor, 35% compared to 25%.

Outside of the constraints of financially driven motives, brands courting Millennials should adhere to a few ideas: keep people talking about your brand, make sure you’re a good corporate citizen, and keep your products and brand fresh and exciting so consumers aren’t tempted away by the latest new product.

16MILLENNIALSadroitdigital.com

KeepIng It CredIbLe

whAt AdvertIsIng MedIuM do you And other peopLe your Age beLIeve gIves A brAnd the Most CredIbILIty In InFLuenCIng your brAnd deCIsIons?

35% of the Millennials surveyed said TV advertising is the medium that gives a brand the most credibility.

32% indicated social as a close second to TV in providing a brand with credibility.

More than two-thirds of Millennials see TV and social as having almost the same level of brand advertisinginfluence.

40% of women indicated social advertising as havingmoreofaninfluenceinbrandcredibilitythanTV, compared to 28% of men.

Given this information, it seems the tides of channel influencearechanging.Arebrandsandagenciesprepared to keep up?

16MILLennIALsadroitdigital.com

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

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80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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disp

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Mag

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40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

frie

nd

Reco

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ende

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70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

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re m

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They

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

wILL brAnds todAy hAve to worK hArder to eArn your LoyALty thAn they dId to eArn your pArents’ LoyALty?

Millennials say an astounding yes to the question above.

78% of Millennials in our survey said brands will have to work harder to earn their brand loyalty than they did to earn their parents’ loyalty.

Gonearethedaysofaflashy30-secondTVspot,afewmagazine placements, a smattering of radio spots, and a little out-of-home mixed in. The next great generation of consumers, Millennials, will require more from brands than they’ve ever had to give. They won’t settle for being advertised at. Brands need to roll up their sleeves and engage Millennials in meaningful ways to win them over.

brAnds hAd better roLL up theIr sLeeves

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

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e vi

deo

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oBi

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ine

disp

lay

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al TV

80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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e vi

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Radi

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rds

Onl

ine

disp

lay

Mag

azin

es

Soci

al TV

40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

ile p

hone

pro

vide

rsH

otel

s and

airl

ines

Clot

hing

/sho

es/a

cces

sorie

sFi

nanc

ial s

ervi

ces

Hea

lth a

nd b

eaut

y

CPG

Auto

70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

frie

nd

Reco

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ende

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Esta

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hed

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at

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ill tr

ust

70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

ds a

re m

ore

eff

ectiv

e

Trad

ition

al a

ds a

re

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ey’re

mos

t effe

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e

whe

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They

’re e

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ffect

ive

36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

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disp

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80%

33%

39%42%

21% 21%

31%

60%

70%

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Mag

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40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

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CPG

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70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

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Reco

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hed

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at

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ust

70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

ds a

re m

ore

eff

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Trad

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al a

ds a

re

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ey’re

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They

’re e

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ffect

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36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

Base: n=2,000

17MILLennIALsadroitdigital.com

Base: n=2,000 Sums may not equal 100 due to rounding

how wILL brAnds reMAIn reLevAnt to you And other peopLe your Age MovIng Into the Future?

It’s a new age of branding, and the consumers are running the show. To remain relevant in the future, our Millennials told us brands need to listen to them and let them chart the course.

52% of all respondents said to remain relevant, brands need to listen to consumers and be willing to change based on their feedback.

44% expect brands to have open dialogue with them. It’s no longer a one-way street of communication.

38% of Millennials said brands need to become more about the consumer and less about the brand.

Millennial women feel more strongly about this than men, 45% compared to 33%. Women are also more concerned about eco-friendly products, 40% compared to 28% of men, and fair business practices, 37% compared to 28% of men.

18 - 25

26 - 33

60% 40%

Male

Female

46% 54%

I'm brand loyal and use the same brands as my parents

I use many of the same brands my parents use, but not all

I use a few of the same brands as my parents

I use different brands than my parents

20%

26%

43%

11%

More brand loyal than parents

Same level of brand loyalty as parents

Not as brand loyal as parents

Not brand loyal

24%

31%

40%

5%

Yes

No

61% 39%

Yes

No

23% 77%

Mob

ileO

nlin

e vi

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Radi

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rds

Onl

ine

disp

lay

Mag

azin

es

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80%

33%

39%42%

21% 21%

31%

60%

70%

Mob

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nlin

e vi

deo

Radi

oBi

llboa

rds

Onl

ine

disp

lay

Mag

azin

es

Soci

al TV

40%

15%

9%

12%

2% 3%4%

26%

29%

Mob

ile p

hone

pro

vide

rsH

otel

s and

airl

ines

Clot

hing

/sho

es/a

cces

sorie

sFi

nanc

ial s

ervi

ces

Hea

lth a

nd b

eaut

y

CPG

Auto

70%

59%

16%

39%

56%

25%

37% 36%

Yes

No

23% 77%

Parents are more influencedParents and I are equally influenced

50% 50%

Reco

mm

ende

d by

frie

nd

Reco

mm

ende

d by

par

ent

Bran

d re

puta

tion

Eco-

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Valu

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Ente

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edia

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tige/

soci

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erce

ptio

nQ

ualit

y

Esta

blis

hed

bran

ds th

at

inst

ill tr

ust

70%

55%

25%

62%

47%

28%

23%19%

29%

20%

35%

20%

50%

19%

Dig

ital a

ds a

re m

ore

eff

ectiv

e

Trad

ition

al a

ds a

re

mor

e eff

ectiv

eTh

ey’re

mos

t effe

ctiv

e

whe

n us

ed to

geth

er

They

’re e

qual

ly e

ffect

ive

36%

17%

28%

60%Change in financial situation

Change in family/relationship status

Newer more attractive brand

More eco-friendly product attracts you

Advertising causes a brand change

Recommendation from friend/family

Current brand found to have bad business practices

Current brand price increase

56%

41%

32%

38%

25%

29%

37%

20%

TV

Social

Radio

Online display

Online video

Magazines

TV

Social

Radio

Online display

Online video

Magazines

35%

8%

3%

14%

32%

8%

Yes

No

22% 78%

Yes

No

27% 73%

70%Open dialogue throughsocial channels

Brands willing to change based on consumer opinion

More advertising

Publicize fair business practices

Publicize eco-friendly practices

Become more charitable

Become more active inlocal communities

Become less about the brand andmore about the consumer

44%

38%

28%

25%

32%

29%

52%

MEN 27%WOMEN 12%

18 - 25TOTAL 72%26 - 33TOTAL 56%

27%45%

41%15%

MEN 30%WOMEN 17%

18 - 25 23%26 - 33 37%

MEN 50%WOMEN 27%

18 - 25 50%26 - 33 32%

Wo

men

66%

Men

55%W

om

en 4

6%M

en 3

8%18

- 2

5 66

%26

- 3

3 73

%

Wo

men

31%

Men

21%

Men

41%

18 -

25

42%

Wo

men

30%

26 -

33

32%

MEN 79%WOMEN 75%

Wo

men

36%

Men

15%

Men

61%

Men

61%

Wo

men

56%

Wo

men

64%

Wo

men

64%

Wo

men

54%

Men

41%

Men

50%

Men 35%Women 45%

Men 28%Women 36%

Men 25%Women 35%

MEN 28%WOMEN 40%

Men 33%Women 45%

Men 28%Women 37%

Men 28%Women 40%33%

KeepIng It reAL

18MILLennIALsadroitdigital.com

ConCLusIon

Looking back several years, a number of articles put forward the idea that Millennials aren’t brand-loyal. As our study indicates, this couldn’t be further from the truth. Millennials are brand-loyal. In fact, many consider themselves to be more brand-loyal than their parents, more informed about brands, and in a better position to make what they consider smarter brand choices. Because of their access to vast amounts of information, they are highly informed about everything from a brand’s pricing to its product quality and even its business practices—including good corporate citizenship, corporate values, and eco-friendly practices.

There is no denying that gaining the brand loyalty of Millennials at the beginning of their earning years will create an enormous upside for brands in delivering the maximum future lifetime value of these consumers. Armed with a well-informed view of Millennials, how do brands and agencies go about gaining the trust and admiration of the next generation of super buying power?

The secret to success will lie in their ability to select the right partners, employ the right strategies, leverage the right technology, and be prepared to constantly turn and pivot.

The wide array of ad tech available today is positioning brands and agencies to open the dialogue of engagement and to lay the foundation for earning the loyalty of Millennials.

The loyalty of Millennials isn’t an elusive thing. However, it’s something marketers will have to work hard to earn and even harder to keep. But with some willingness to try new things, theabilitytoremainflexibleandmostimportantly,meetMillennialsontheirterms,thefuture for marketers is bright.

About AdroIt dIgItAL

At Adroit Digital, we believe people move technology,

not the other way around. Our team of programmatic

experts uses human insights, our exclusive data set,

and unmatched media access to intelligently drive

marketing performance. We work hard to delight our

customers every day.

WehaveofficesinNewYork,Boston,LosAngeles,and

San Francisco.

ContACt us

For press inquiries, please contact:

Hollis Guerra, Blast PR

hollis@blastpr.com

For sales inquiries please contact:

hello@adroitdigital.com

(855) 6-AdroIt

Sources:

* http://www.forbes.com/sites/gregpetro/2013/03/21/millennial-engagement-and-loyalty-make-them-part-of-the-process/

** http://www.retailwire.com/discussion/16646/how-can-retailers-gain-the-loyalty-of-millennials

† http://www.huffingtonpost.com/ryan-donegan/marketing-to-millennials_b_4025881.html

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