Shirley Liu, VP, Marketing & Digital, L’Oréal

Learn Why Millennial Attitudes Make People-Based Marketing a Necessity

  • Today’s young consumers will soon be wielding their purchasing power on a massive scale. They expect personalized customer experiences, making people-based marketing and measurement a necessity, not a nice-to-have.
  • Measuring the impact of people-based campaigns helps brands understand how well they’re reaching young consumers in an authentic, exciting way.

“It’s critical to embrace a diverse pool of talents who bring different perspectives and are themselves global citizens of a spectrum of beliefs, cultures, interests, lifestyles, and trends.”

The purchasing power of millennials and the generations that follow is growing daily. These under-35-year-old consumers seek tailored experiences they can connect with in an authentic, emotional way. By 2020, Generation Z will become the largest consumer group in the US and Europe—40% of the population according to some estimates—not to mention in Asia and the rest of the world. This means that companies who wish to connect with the next wave of consumers need to adjust how they market to them or be phased out.

This is an excerpt from 8 Experts On How to Measure People-Based Marketing Impact. The eBook was generously sponsored by Visual IQ.