The Evolving Role of Brands for the Millennial Generation

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January 11, 2013

Millenials Edelman

In 2010, Edelman unveiled 8095®, a global insights group and study that explores the Millennial generation’s relationship with brands. The 8095® study was the first to reveal truths about the generation that remain common discussion today, including the insight that brands are a partnership and form of self-expression for Millennials.

The Edelman 8095® team is excited to share a refresh of its study of the Millennial generation, those born between 1980 and 1995, to help you and your brand understand how to engage this most influential group. What follows is words and video from Edelmen’s 8095® team.

Understanding the Millennial Generation

The Millennial generation is the largest, most diverse, educated and complicated group of shoppers the world has ever seen. With the median age of the world population at 28, this generation is taking on a world of intense complexity and is blazing new paths and identities not seen from generations before them. As the generation steps into their 20’s and 30’s, their purchase decisions and job preferences will change business forever.

Edelman and research partner Edelman Berland refreshed the 8095® study* to explore how the generation is changing the world and the implications for marketers when “average” is no longer enough. 8095® 2.0 examines 8095er’s view of success – in life, in work, in relationships – and reveals how marketers can support the generations new definition of contentment and also create new moments of identify and success. Coming of age during one of the worst global recessions ever, we explore the new dreams that drive Millennials in an attempt to uncover the needs and desires that, if supported, can be game changers in their relationships with brands.

Follow 8095® updates on Twitter: @Edelman8095 or #Edel8095 and Tumblr.