A growing web of digitally connected Millennials is putting engagement with products, brands and services ahead of their actual purchasing, creating opportunities for creative marketers while complicating the challenge of converting young browsers into buyers.
The Intelligence Group, a division of Creative Artists Agency, used online polling to reach 1,300 Millennials, aged 18 to 34, and a subset of Gen Z’ers between the ages of 14 and 17 and found what Intelligence Group president Joe Kessler termed “tectonic shifts in purchasing patterns.” The survey found that Millennials employ all the tools of brick-and-mortar shopping, e-commerce, m-commerce and social media to engage in almost nonstop shopping that isn’t necessarily aimed at — and doesn’t necessarily result in — purchasing merchandise.
"You start one way as a baby, but why shouldn't you be able to choose your own path as opposed to culturally people telling you which way to go?" - Thom Browne at his men's spring 2018 show, where he celebrated gender fluidity. #pfw #wwdmens (📷: @delphineachard)
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)