Millennials expect intangibles brands. Not only is price or proximity, but things that go far beyond that. The millennials are one of the clear drivers of boom local, as valued elements such as proximity, quality and the effect it has on others their purchasing decisions. In addition, these consumers are very concerned about issues of commitment. So much so they expect brands to do good things or to commit to causes. And they valued aspects that are not valued the same as previous generations: they expect quality or appreciate the cultural aspects or differential of things. That’s what makes, for example, McDonald’s has problems to convince them that they are the best option.

But the list of different things that millennials ask brands has now added a new factor: happiness. The millennials, who are born between 80 and first 90, they value different things in life. They do not seek work both forever as one that makes them feel realized that a certain meaning to their existence and ultimately make them happy. That makes, for example, that do not engage both companies in which they work and their parents (give everything for them, right, and his work, but is not a commitment forever as the previous generation) and who they prefer to do things like go around the world volunteer or go to some remote village before going to work in a large corporation. Continue reading Millennials want brands make them happy →