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Survey: Millennial attitudes toward brand communications

Initiative Worldwide, a subsidiary of IPG Mediabrands, has released the results of a study into millennial-aged consumers in 19 countries, including Canada. According to the results, 37% of Canadian respondents find brand communications annoying. Twenty-six percent agreed that brands are an important part of their lives, while 27% reported being cynical about the ways in which brands attempt to communicate with them. Twenty-six percent said they enjoy the way brands communicate with them, the lowest percentage of the countries surveyed. In addition, 55% of respondents agreed that brands have the potential to be a force for good, while 57% stated that brands should be active in supporting worthy causes.

"There were many surprises for us in Canada, but the biggest was how negatively pre-disposed young Canadians are toward brand communications," said Sarah Ivey, global chief strategy officer at Initiative Worldwide. "We're finding that this is a generation for which marketing and brands are less and less relevant. It's becoming harder and harder to connect with them, so clearly we need to go deeper. To market effectively to this generation, we must continually reset our expectations."

The study, called "Reset Generation," surveyed 10,000 adults between the ages of 25 and 34 in Canada, the US, Mexico, Colombia, Brazil, Argentina, Chile, the UK, Italy, Germany, Poland, Turkey, Egypt, Saudi Arabia, the UAE, Russia, India, China and Thailand.

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