Brand Purpose Messaging Resonates More With Younger Consumers
77% of Gen Z and 81% of Millennials cite they are likely to engage with messages about brand purpose-related activities, per Marigold
New research from relationship marketing company Marigold reveals that the success of brand purpose-related messaging is highly situational, and that age is a key factor in particular. So for brands looking to highlight their social activism, environmental initiatives etc, knowing exactly who to address is paramount.
Marigold’s 2024 U.S. Consumer Trends Index found that:
- 77% of Gen Z and 81% of Millennials cite they are likely to engage with messages about brand purpose-related activities, compared to 62% of Gen X and 53% of Baby Boomers.
- In a similar fashion, 67% of Gen Z and 73% of Millennials find brand purpose to be important or critically important to maintaining brand loyalty. This figure falls to 55% for Gen X and 46% for Baby Boomers.
To get more insights into the latest U.S. consumer behaviors and preferences, download Marigold’s Trend Index here.
