These findings are according to the results of a Hartman Group report, Culture of Millennials 2011.
In its research, Hartman Group finds that Millennials are linked as consumers to complex household and family structures, whether by breadth of life stages they represent (ages 16-30), living with their parents as young adults, or on their own with or without children, all of which influence changes in brand preferences in foods, beverages, and other consumer packaged goods categories.
Laurie Demeritt, Hartman Group president, said: “We’ve been observing for several years now the influence of the household on brand preferences. We’ve maintained that while significant attention and marketing spend have shifted to shopper and retail-oriented promotions, the formation of brand preferences and choices occur primarily in the household, not in the store.”
Millennials begin to shift their brand preferences away from the brands they grew up with upon leaving home. One out of five switch almost entirely to different brands when they move out on their own. While Millennials characterise their food and beverage brands and products as more healthy, organic and natural than those of their parents, they also say they are more expensive indicating an expectation for paying a premium for higher quality food and beverage experiences.
Demeritt said: “These findings do not suggest that Millennials are averse to forging a relationship with a brand. It means that companies and agencies should rethink and re-imagine how they market to them. One of the most effective ways to connect with Millennials, in fact, may be in not marketing directly to them. Millennials don’t want to be advertised to, they want to be advertised with.”
As the report shows, some of the most popular ad campaigns with Millennials have almost nothing to do with the product itself, they are about fun, whimsy and most importantly, entertainment.
Source: Hartman Group
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