How Millennials Think Differently about Brands
Knowledge@Wharton | Oct 06, 2014
Zora Fabiana Reed, who will be four years old in December, connects strongly with the Disney brand. When she was two years old, she preferred Disney’s Minnie Mouse diapers. That was no surprised to Zora’s dad, otherwise known as Wharton marketing professor Americus Reed.
“Research shows that children become very aware of brands at a very early age and start forming their preferences for brands at a very early age,” Reed noted. “The child will begin to influence the parent in terms of purchases.”
Consumers use brands as a platform for self-expression, which means they can be a company’s or product’s best advocate, but also be badly let down when they feel that the firm has broken a promise, Reed said during an interview on the Knowledge@Wharton show on Wharton Business Radio on SiriusXM channel 111.
“The entire infant industry is based on fear,” he noted, adding that Disney is “a great example” of a brand that understands its market. “You are going to buy the most expensive stroller [and] you want the best diapers. You are learning how to be a good parent, especially when you have your first child.”