: Rather than trusting traditional advertising, this cohort relied heavily on "electronic word-of-mouth" (eWoM) and social media reviews before committing to a purchase.
Despite their massive influence, millennials in 2017 faced unique financial headwinds. High student loan debt and lower relative income levels meant many were conservative in their savings, with many holding less than $1,000 in savings accounts. This forced brands to compete on extreme value through digital coupons and loyalty programs to secure allegiance from a generation notorious for its lack of brand loyalty. Conclusion millennial buying power 2017
: Over half of millennial consumers indicated they would pay a premium for high-quality products that aligned with their social and environmental values. : Rather than trusting traditional advertising, this cohort
: Retailers like Walmart and Target remained top destinations by successfully merging physical convenience with digital personalization. Experiences Over Materialism This forced brands to compete on extreme value