Page 44 - Unlock Sensory Power
P. 44
MARKETING TO MILLENNIALS Put simply, for younger consumers,
the category signal that carries its
In 2016, MMR commissioned a meaning has weakened, often
study into people’s perceptions of dramatically.
leading grocery categories,
reaching over 3,000 participants This is a manifestation of a cohort
of all ages. less exposed to category and brand
messages.
The aim of the study was simple.
To capture how people think about And whilst we would expect
food, drink, household & personal category signals to strengthen for
care categories - and measure how younger people as they gain life
consistent this meaning was within experience, it’s highly unlikely
and across generations. that those signals will ever match
the power transmitted to previous
Do Millennials share a similar generations. Media has fragmented.
understanding of categories with Information has exploded.
their peers? Is it broadly the same
meaning as for older generations? So how do you beam your brand
equity to distracted consumer
Results made interesting reading. psyches?
Whilst older people had fairly Time to think System 1 activaton,
consistent views on which at pack and product level.
emotional and functional terms
best represented a category, this
was not the case for younger
people.
