Recent research has touched on the top-rated brand attributes among Millennials and how loyal these youth are to brands. A recent study from Havas Worldwide also takes a look at how youth aged 16-34 from 29 countries around the world view brands – and what insights marketers can draw from their perspectives. The results suggest that youth are more connected to brands than their elders, but that many feel they’re not being taken seriously enough.
According to the report, 45% of 16-34-year-olds agree that “brands play an essential role in my life,” a sentiment shared by fewer in the 35-54 (35%) and 55+ (25%) age brackets. But, 41% feel that brands don’t take young people seriously enough, while only about half as many of those aged 55 and older agree. (Youth can join older Americans in complaints about their portrayal in advertising, as 6 in 10 American adults over the age of 70 agree that members of their generation, when featured in advertising, are portrayed as stereotypes.) Read the rest at MarketingCharts.