Youth-oriented cause marketing strikes the strongest chord with millennials, according to a new study from the Barkley marketing agency, Service Management Group and The Boston Consulting Group. Cause campaigns from GAP and Dove have made the greatest impact on this young group. MediaPost.com detailed more of the results regarding the attitudes, awareness, and activities of Generation Y.
Millennials watch substantially less television than other generations, but the TV they do watch is viewed on their laptops, through DVR, or on-demand. The survey also revealed that peer affirmation is a priority, with 70 percent feeling excited when friends agreed on where to shop, relax, and eat. Speaking of shopping, 50 percent of millennials use their mobile phones to research purchases. They also demand trendy and knowledgeable salespeople at clothing stores, and tend to do grocery shopping in groups. When it comes to eating, they prefer fast-casual restaurants and favor snacking throughout the day. Millennials also crave adventure, have a strong desire to travel, and enjoy seeking out a wide range of activities.
These new findings on millennials hopefully will help marketers gain a greater understanding of this young group who will one day rule the world.
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