“If you want me to recommend your brand, involve me in it” say Gen Y&Z

Insight

“If you want me to recommend your brand, involve me in it” say Gen Y&Z

The recommendation of others has always been a factor in our decision making. But having come of age in the age of social media, the impact of this social influence is even stronger for millennials (for more on this see our recent ‘Shopping with Gen Y&Z’ study).

The study shows that the secret to unlocking advocacy amongst this audience is to make them feel involved with the brand.

Evidence

The higher a brand scores for overall participation, the more likely Millennials are to recommend it, a stronger correlation than for the overall population.

Implication

The recommendation of Millennials is an increasingly important. But before they advocate a brand they want a sense of connection and involvement with it. Give them opportunities to shape their experience of your brand for themselves and they will reward you with advocacy.