Research from Cognizant has shown that companies that involve direct customer input in their innovation processes report higher satisfaction with a variety of innovation areas than those who don’t. For brands looking to go that route, Millennials may prove a willing source of ideas. According to new survey results from Edelman Berland and Edelman 8095, 4 in 10 Millennials (aged 18-33) from around the world want brands to allow them to influence their products (co-creation). In fact, this is the leading way in which Millennials want to be entertained by brands.
Overall, the 4,000 Millennials from 11 global markets show a strong desire to be entertained by brands, with 8 in 10 expressing this wish. Beyond co-creation, other ways in which they want brands to entertain them include by answering their questions and comments in real time via social media (33%), by sponsoring entertaining events (32%), and by creating online content such as videos, photos, games, and blogs (31%). Interestingly, celebrity culture doesn’t appeal quite as much: only 19% want brands to partner with a celebrity or public figure they admire. Read the rest at MarketingCharts.