AdAge: Millennial Dilemma: The generic generation doesn’t want your brands. What are you going to do about it?
“While it is perhaps a fool’s errand to paint an entire generation with the same brush, just over half of millennials, 51%, have no real preference between private-label and national brands, according to the study by Cadent Consulting Group, a four-year-old firm based in Wilton, Conn. Such apathy is in stark contrast to millennials’ baby boom parents, a brand-loyal group who were raised with fewer choices, different advertising channels and only one real media screen. Gen Xers’ media environment wasn’t much different, save for the arrival of cable TV.”