Marketers, take note. Brand history means little to the youth of today. All those dollars building megabrands may not make much of an impression with the younger generation. Immediacy is everything, and a little guidance helps.
At least, that's one of the findings of a survey commissioned by online publisher Sound Alliance.
'Where Have The Rebels Gone?', conducted by Pollinate, polled 1,900 young people between 18 and 29 in bid to shed light on their attitudes and behaviours on topics including culture, social media and advertising.
Product quality was deemed most important, history one of the least important. This suggests that the two attributes were not linked, contrary to the popular belief that a well-established brand is more likely to have a higher quality product.
Despite that, respondents named some big brands - such as Apple, Asos, Nike and Converse - as those that resonated most with them as they delivered both quality and visibility. Other brands namechecked included Bonds, Dangerfield and Lee.
The findings also showed that 80% of respondents were yet to discover their passion or purpose in life, and brands which offered some guidance or experimentation - such as Tourism Australia - may have found the sweet spot. The company's 'Best Job in the World' campaign, which offered six elusive jobs across the country such as 'Chief Funster' in NSW, was referenced as a prime example of advertising likely to resonate with youth.
Earlier this month, AdNews revealed the tourism body had received more than 300,000 applications for the jobs from local and international candidates. 40,000 people had also submitted video entries in a bid to win one of the spots.
Ninety-three percent of youth also
valued experiences, particularly travel and music, as the most prized
possession, the study said. This data is supported by Bauer Media's
'Young Women's' study which cited social experiences as the new
'social currency', with 83% nominating travel while 81% named
entertainment.
The Sound Alliance study was comprised of qualitative and quantitive research, including interviews with youth experts and 30-minute online surveys of participants. It was revealed to media this morning.
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