If brands want to make an impact with the consumers of the future, they need a clear mission. The millennial generation is the largest in history–significantly larger than even the boomer generation–and reported to control $24 trillion dollars of wealth by 2020, so missing this generation could send brands into terminal decline. Our research suggests millennials care about social issues in much greater numbers than older generations. How can age-challenged brands mean more to younger people? In short, develop more meaning.
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FAST COMPANY 10/5/2017