What This Means For Brands: 2. Free Don’t Force

Young people don’t want to feel like they need a brand. Instead, they’d rather have the power to choose a brand that will add value to their bwin live casino gameslives. This is an opportunity for brands to evaluate communication and positioning strategies. Is the brand filling a void in the consumer’s life, or is it offering an opportunity for them to grow? In what ways can the brand complement something the consumer already has, does, or wants? At R29, we have tried and tested this shift in communications within our own content: stories that tell the reader what to buy are far outperformed by stories that simply provide options bwin live casino onlinefor readers to choose from.

Then how do they show their commitment?

Despite shifts in how they view relationships, the value that youth place on them is conceivably higher than ever before. Two in 5 young people have made resolutions over the past five years to feel more connected and build more meaningful relationships with those they love. This means they are demonstrating their commitment to the people they love by not only investing in time spent with them, but being more intentional about bwin live casino gameshow they share that time.

Many are spending time with the people they love by creating things together, whether that be cooking together at home (56%) or making some form of art/music (26%). These types of creative hangouts foster a sense of teamwork and bonding — skills rarely honed in front of the TV or even out to dinner.

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What This Means For Brands: 3. Cater To The Multi-Motive Purchase

Young people are bringing the same level of intentionality and purpose to the way they purchase; they want bwin live casino onlinethe things they own to bring a deeper value to their lives. Does the food not only taste good, but also support their health? Can they bring the new sneakers they’ve been contemplating on their next travel adventure? Brands like Vital Farms are servicing the consumer’s life, in this case with eggs, but also with sentiment by including a QR code to the farm so that consumers can see and feel the impact of where their money is going. Brands must consider the multiple ways in which bwin live casino onlinetheir product might service the customer’s lives, and make this prominent in the communication. 

The bottom line: Don’t get crushed if commitment doesn’t look like it used to. 

Like all else, young people are rewriting relationship rules. The way they think about and foster their connections with loved ones is done with more fluidity, more individuality, and more intention, and this new mindset will impact the way they relate to brands.