Millennials and Brand Loyalty: A Complicated Affair

A lot of marketers’ time and energy is spent on Millennials, much of that under the assumption that it’s important to capture the attention and loyalty of this demographic while they’re young and impressionable. But while most Millennials (aged 18-33) responding to an Adroit Digital survey [download page] feel that they’re as – if not more – brand loyal than their parents, the vast majority also believe that brands today will have to work harder to earn their loyalty than they did to earn their parents’ loyalty. (more…)