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STUDY: Young Americans Are Less Emotionally Engaged With Your Brand

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A new survey from marketing agency Momentum Worldwide is an interesting and familiar read, though it probably won’t be too encouraging for those who struggle to establish a connection with followers on social.

Its main conclusions: people in first-world countries feel less attached to the brands they follow than those in developing areas. This is especially true among younger audiences–and the root cause might just be overexposure to brand promo messages.

The study originally came out less month (press release here), but Marketing Charts reposted this visual demonstrating that consumers in the U.S., the U.K. and Japan are particularly skeptical about your messaging:

MomentumWW-Consumer-Connection-With-Brands-June2014

Now, the wording behind these questions does strike us as slightly odd. Why would you honestly describe a brand–even a personal favorite–as being equivalent to a member of your own family? And what would a brand have to do to become your “enemy or arch rival?”

That point aside, there are things to be learned here.

Unsurprisingly, skepticism regarding brand messages peaks among the key 18-24 bracket and picks up a bit among older Millennials. In another expected finding, “authenticity” is also closely tied to affection for a given brand.

In short: if it reads like marketing, college kids will quickly click on something else.

This is really just the latest research to make the same point: the more choices young people have when it comes to media, the less receptive they will be to traditional marketing messages.

If you don’t customize, personalize and engage (that word again), young “fans” will drop you sooner than a distant aunt they haven’t even seen in ten years.

She never sends money with her birthday cards anyway.

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