Jeff Fromm and Cherryh Butler: Three Ways to Inspire Millennial Loyalty
Young consumers may not trust advertising but brands can gain trust by implementing these smart strategies
Millennials want perks, such as discounts and unique and authentic experiences and are more willing than older generations to trade personal information for those benefits. They’ll only give up the info, however, to brands that they trust.
It sounds simple enough, but earning millennial trust is challenging because the generation is known for being skeptical. Consumers ages 18 to 34 generally do not trust advertising, consumer studies or even testimonials from traditional “experts” when it comes to believing brand claims.