Such loyalty, as much to the process of sharing opinions about brands as to any particular brands, was the most profound takeaway from a recent study conducted by Edelman Worldwide. Entitled Millennials, Their Actions Surrounding Brands, and the Dynamics of Reverberation, the exhaustive study makes one thing abundantly clear about its focus group: brands matter.
Some of the more specific findings include the following:
- More than 80 percent of Millennials regularly discuss brands online
- 70 percent will share a favorite brand with friends and family
- 70 percent will keep coming back to a brand they like
- 58 percent are willing to share personal information with a trusted brand in exchange for coupons, etc.
- 54 percent will warn friends and family about a brand they don't trust
- 41 percent will boycott a brand if disappointed
- 32 percent will rant on a social network if disappointed by a brand
- 29 percent will join a community of others who dislike a brand