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FIGURE 17-1:
The Zipcar
home page.
Understanding What Millennials
Want from Brands
Understanding the mindset of Millennials makes it easier to understand what they
expect from your company. There are specific things that Millennials look for
when connecting with a brand. They would rather respond to useful information
that speaks to their needs rather than their checkbook. They want an honest con-
nection that is meaningful to them.
In the next sections, we look at what Millennials want to see from your company.
Trustworthiness and authenticity
Millennials are particularly interested in buying from brands that are trustworthy
and authentic. They have grown up with traditional advertising, and many ignore
it completely. They want something (or someone) they can trust. They know that
images can be faked and changed in Photoshop and are likely to disregard them
when deciding what to buy. For example, they care about the ingredients in their
packaged goods and the chemicals in their cleaning products. Brands need to
260 PART 4 Getting Your Message to Connectors
