The firm has also published the results of the Edelman 8095 study on millennials and their relationships to brands, which found that 82 percent of respondents have joined an online brand-sponsored community. StrategyOne surveyed 3,100 people across eight countries born between 1980 and 1995 for this study. Nearly half of respondents have joined more than three online communities.
Overall, the study found that about eight in 10 millennials have taken action for a brand they trust, which includes joining a community as well as writing a review or sharing an experience. Nearly 40 percent have criticized a brand online as well.