Tag: whiskey

Conditional Love: Millennials + Loyalty

Run Time: about 20 minutes

The “M” word—Millennial, a term that’s launched a thousand eye rolls. Even the laziest observer of pop-culture media can parrot back the sentiment agreed upon by so many op-eds—those born after 1984 (a debatable date) are an impulsive bunch, who are as entitled as they are fickle. But what if we’ve all got it wrong?

There are roughly 86 million Millennials in the US with an estimated $200 billion in annual buying power. Simply put, their purchase behavior matters. It’s no wonder that marketers are consistently trying to understand them. But in this rapidly evolving landscape where every view, every click, every tendency can be quantified, it’s not easy to get, let alone retain, Millennial attention.

In this episode of THE POINT OF ATTACHMENT, we explore the brand loyalty of Millennials and attempt to answer two main questions:

1. Do Millennials care about brands?
2. And are they brand loyal?

To get to the bottom of the matter, we’ve examined a fun pocket of the branding universe: the world of whiskey.