According to marketer Jeff Fromm, brands can no longer survive on gimmicks and add-ons that may have appealed to a less-savvy consumer. Millennials demand more–more information, more benefits and more value!
Aside from functional and emotional benefits, Millennials demand to be active participants in the consumer journey. Driven by advancements in digital and mobile technology, Millennials are demanding to be a part of the process. The type of participation Millennials want to engage in breaks into three types:
- Millennials want to co-create the products and services.
- Millennials want to co-create the customer journey or the customer experience
- Millennials want to co-create the marketing — which goes beyond social media.