Edelman 8095® is an insights group studying the Millennial generation, born between 1980 and 1995, to understand their evolving relationship with brands.
In 2012, we refreshed our research with a survey of 4,000 Millennials in 11 countries.
Key findings from the study include:
- Millennials influence purchase decisions: 74 percent believe they can inspire the purchase decisions of peers and other generations
- The recession has fundamentally changed Millennials: 25 percent say the economy is a top issue to them
- Millennials are alpha-influencers: 7 in 10 people believe they are responsible for sharing feedback with brands
- Millennials are open to brand engagement: 80 percent say they want brands to entertain them, i.e. have the ability to co-create
Watch this short 8095® introductory video: