The study found that it’s more important than ever to make sure companies are strategic in brand communications from the very beginning.
Watershed Communications, Portland, Ore., released findings from two national ethnographic studies examining the media habits of Millennial food and beverage consumers.
The study, called “Media Habits of Millennials,” investigated whether social media and influencer marketing have eclipsed the impact of traditional editorial coverage. For example, the study discoveredthat 84% of Millennials feel they can easily describe in one sentence a food or beverage brand or product they just discovered.
“It’s more important than ever to make sure you are strategic in brand communications from the very beginning. While we found that Millennials are still reading print magazines and newspapers, the key takeaway from the study was the speed at which this generation makes up their minds about a brand,” says Lisa Donoughe, principal and founder. “This generation is forming opinions about brands from the minute they read about them.”
The other study, “What Matters to Millennials,” set out to unpack the marketing buzzword “authenticity” to discover what creates an authentic brand, according to Millennials.For example, 100% of the Millennials surveyed said they frequently purchase food and beverage brands they list as authentic.