Millennials expect more from brands than any other generation. If you are a Millennial, it probably doesn’t surprise you that 77% demand useful, interesting or meaningful content from brands that go above and beyond their core product. We know that it’s all about the experience (and cool new things). So why does brand meaningfulness matter?
Havas Media’s second annual Meaningful Brands Index, involving over 134,000 people in 23 countries and their impressions of more than 400 brands confirmed that meaningful brands outperformed the stock market by 120% last year. On the opposite end of the spectrum, it was also found that 74% of consumers wouldn’t care if the brands they use on a daily basis just disappeared. At the University of Sydney Business School’s Master of Marketing, students have studied the evolution of consumers’ relationships with brands and understand that meaningfulness is directly linked to value.
Brand meaningfulness matters.
So what exactly is the best way to engage an audience?