Part five in a series, featuring insights and implications about the generation born between 1980 and 1995 from Edelman 8095.
This post is written by Melissa Graham, Account Director for Edelman in Toronto, Millennial and part of the Edelman 8095 global liaison network.
As Arathi mentioned in her post yesterday, 8-in-10 Millennials in our global survey told us that they have taken some form of action on behalf of the brands they trust and respect. Enabled and fueled by technology, our actions can instantly reach our network of friends and followers and shift perceptions in a powerful way. Whether it’s a positive experience or a customer service issue, we take to our social circles, online and offline, and start sharing, asking around for advice. We’ve been raised to share and consult in this way and most of our technology makes the process so painless and efficient, sometimes automating the process altogether, that it doesn’t make sense not to. Especially in Canada, a country of early adopters, with nearly half of the entire population on Facebook and the third most Twitter users in the world, this is second nature, to say the least. We call it “reverberation”- the impact Millennials can have on brands through communication with their extended peer groups in real time and below, you will find several key insights from our global study that illustrate the degree to our generation is increasingly creating and being effected by it.
We found that:
- 76 percent of Millennials think that that friends and family highly depend on their opinions.
- Millennials are more willing to take positive rather than negative action online on behalf of trusted brands. 8095 global data suggest that nearly half (47%) write about good experiences on their social-networking sites, while only 39 percent write about bad experiences. However, as a Canadian Millennial myself, I have to add that Canadian Millennials are the only Millennials in our survey who said they are more willing to take negative action rather than positive action on behalf of a brand online. 8095 global data suggests that 31 percent of Canadian Millennials write about negative brand experiences and 26 percent write about positive brand experiences.
- When Millennials lose trust and respect for a brand, 54 percent have told their family and friends not to purchase its products, 41 percent have boycotted the company and nearly one-third have either posted something on their social network about the brand (32%) or have joined a community of people who dislike the brand (29%).
- We’re not just talking about our smart phones or major purchases. Our 8095 Live community suggests that while 32 percent of the products they tend to share with friends are electronics, a full 68 percent of U.S. Millennials are talking about everyday brands, such as personal-care products such as toothpaste and deodorant, food, cookware and housewares.
So, for any marketer reading this, as The Cluetrain Manifesto commanded more than ten years ago, “We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal.” Actually, in our case, we want you to take 1.7 billion of us and the reverberation our actions create as seriously as you take one reporter, one ad or one celebrity spokesperson.
Edelman 8095 is the global Millennial consultancy at Edelman, the world’s largest independent public relations firm.
You can follow the conversation with Edelman 8095 on Tumblr, Twitter or Sina Weibo and view the full white paper from the study here.