Over 70 per cent of 18-35 year olds think it is important that a brand helps them become happier or better, according to a new study of millennials by The Intelligence Group and Engine.
The first global Cassandra Report, which surveyed 3,044 people across 10 countries, also found that millennials want brands to reflect a global mindset and highlight universal values and themes when interacting with them.
Tradition is also a big factor for millennials; 37 per cent say a brand’s heritage is important, while 67 per cent want to strike a balance of maintaining tradition and being modern.
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Source: The Drum
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