June 21, 2018
Young consumers care about brand values, even more than their products, according to a Euclid survey.
The majority of consumers (52 percent millennials and 48 percent Gen Xers) believe it's important that a brand's values align with their own. For the older consumer it's not such a big factor as just 35 percent of Baby Boomers have the same inclination.
The report, “Evolution of Retail: The Brand Perception Effect,” noted the trend could be a potential differentiator for retailers in the increasingly competitive market, according to a press release.
"Millennials place a premium on personalization, convenience and technology," said Brent Franson, CEO of Euclid, in the release. "But our research also underscores the importance of values in a Millennial-led economy. Brands that want to resonate with this conscientious generation should be authentic and unapologetic about what they stand for — while still providing exceptional products, experiences, and the technology-driven convenience millennials expect."
