Concentric - Branding + Marketing + Innovation


Everything You Thought You Knew About Millennials

Might Not Be True

How can credible research studies disagree regarding the most researched and analyzed generations in the past decade? The answer is likely tied to several factors. Most conspicuously, there is widespread overgeneralization of this huge population segment. Most studies lump the millennial generation (those born between 1980 and 2001) into one homogenous group.

Popular Belief: Millennials are brand agnostic and are not brand loyal in their purchasing habits. (Hartman Group, Culture of the Millennials, 2011)

Reality: Millennials are pragmatic in forming their perceptions around brands and loyal to the ones they deem worthy. Their criteria are fairly practical and include concepts such as perceived “reliability.”

This recent study conducted by Concentric, demonstrates some of these misconceptions. We specifically looked at the portion of this generation currently attending college to discover their unique perspectives as they come into their own as consumers. The study results contain a wide range of data points around habits, preferences and lifestyles. Some of their answers may surprise you.

This fifteen page white paper provides details on the following:

Download our free
Millennial white paper

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