As more marketers move away from an over-reliance on performance marketing, brands are now competing to reach young consumers through brand-forward tactics that prioritize long-term awareness and loyalty.
For many, the first impulse is to focus on social media, where young people spend several hours per day consuming content from friends, creators, influencers, and brands. But reaching young consumers today requires more than a top-notch social media strategy. It demands a holistic, social-first marketing approach, with integrated and consistent touchpoints both online and offline, according to research recently conducted by GALE.
Through a survey of nearly 2,000 U.S. consumers ages 15-29, we identified four key characteristics of brands earning their attention:
- Community-centric
- Engagement-focused
- Content-driven
- Relevant to Lifestyle
Read the full report for a deep dive into each characteristic and its implications for marketers.
