It’s become an oft-repeated industry adage that young consumers like millennials and Gen Zers want brands to deliver more emotionally-compelling and even politically-driven stories that step beyond pure product advertising. About two-thirds of consumers report it’s important for brands to take a public stance on immigration, civil rights, race relations and other issues, according to Sprout Social research. However, the new Ace Metrix findings underscore that, while appeals to emotion are valued, spurring consumers to take action directly might be less effective.
Ads in the smart heart category were most appealing to millennials because they featured real people and conveyed a brand’s values or highlighted their philanthropic efforts, per Ace Metrix. Consumers found the ads in this category to be more inspiring and empathetic. In contrast, millennials felt less of a connection with smart heart with a conscience ads, which led to a reduced purchasing intent. The ads still had an emotional connection, but millennial consumers might have perceived them as too preachy or judgmental.
Millennial consumers are also largely driven by experience and authenticity, and they care about the brands that they associate with. Marketers should focus on more cause- or experience-driven campaigns, rather than overtly sentimental themes, in trying to create resonance.
Read the article on MarketingDive.