1. Prioritize authenticity.
“Although brand authenticity matters to consumers of every generation, Millennials care about it most: Nine in 10 say they prefer “real and organic” over “perfect and packaged.” Millennials care so much, in fact, that three in 10 in 2017 said they’d unfollowed a brand after seeing what they perceived to be inauthentic content.
Authenticity may be tricky to define, but it’s not so tough to implement. Mahesh Chaddah, co-founder of travel site Reservations.com, says brands should be transparent in their communications, provide actionable tips and minimize superlatives. Chaddah also considers it critical that brands build their voice, in part because they can’t curate user-generated content — which 85 percent, of consumers see as more influential than other forms of brand communication — until they’ve developed their own voice.”