MERCADEO Versión en español
Diana Morales of Initiative: Millennials and their children are making cash registers ring
Maye Albornoz| 11 de agosto de 2015
Morales: El estudio incluyó a papás y mamás millennials desde Canadá hasta Argentina
For Diana Morales, Communication Planning Director Latin-America at Initiative -the global communications network of IPG Mediabrands-, focusing over Millennials is not only trendy. In 2020, this group will account for half of the active consumers. Morales said to PRODU that the same can be said for the group they represent: their kids. Thats why Initiative developed a survey to understand them: They will have consumer power at all levels and is relevant for us to be able to engage them with brands. They and their children are making cash registers ring. The survey shows noticeable differences between Milennial moms and dads. The first are a professional generation of mothers, and brands cant engage with them using clichés: A mix of: a baby, a perfect mom filtered beautifully by Instagram and of a gloomy music, is not enough. They use their knowledge to assess products and make decisions. For this moms generation, brands fulfilling their promise is expected, but they will be more successful if also they advocate for a cause. These moms are concerned about their childrens opportunities, they are cross-platforms, use social networks in an intimate way and rely on their smartphones. Dads are more optimistic about the future. Although for brands can be simpler to engage with them, it must be considered that they will check digital communities and compare them with their rivals.
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