Which Brand Attributes Matter Most to Millennials?

Three in 10 Millennials (aged 25-34) around the world are cynical about the way brands market to them, and that figure rises above 40% in the US and UK, finds Initiative [download page] in a new study. With such skepticism evident, brands should demonstrate their commitment to social causes and emphasize attributes such as authenticity and trustworthiness, per the study, which is based on a survey of almost 10,000 25-34-year-olds in 19 countries. (more…)