Edelman Study Reveals Impact of Millenials on Major Brands

Edelman‘s second annual 8095 study reveals key findings concerning the connection between Millennials’ consumer behavior and purchase decisions, the recession and brand engagement. The study comprised interviews with 4,000 millennials in 11 countries.

Millenials are also known as Trophy Kids, MTV Generation or 8095ers and range between 18 and 33 years of age. This group is the first generation that may be financially worse off than their parents, but also the most educated and diverse. Significantly, they are the first “inherently digital generation,” not knowing a world, first-hand, without the Internet or smartphones.

Since their 2010 study, researchers noted a shift in the way Millenials see themselves and their future. While this generation remains idealistic and optimistic, practicality is becoming more important. The report argues: “Millenials are growing up, and so too are their views of success. Their aspirations are surprisingly traditional, but coming of age in the global recession has forced them to push back typical stages of adulthood and has created a new breed of entrepreneurs.”

Other findings include:

Millennials influence purchase decisions: 74 percent believe they can inspire the purchase decisions of peers and other generations
The recession has fundamentally changed Millennials: 25 percent say the economy is a top issue to them
Millennials are alpha-influencers: 7 in 10 people believe they are responsible for sharing feedback with brands
Millennials are open to brand engagement: 80 percent say they want brands to entertain them, i.e. have the ability to co-create

View the full detailed report here.

“Ancillary Copyright” Law Set to Take Effect in Germany

When you are on top of the world, most people probably imagine that your life is carefree. To an extent, life is good at the top until one looks down and see the competitors vying to knock you off, restrict you, or otherwise challenge you. Such is the case for Google these days. The world’s largest search engine faces constant competition at home from Microsoft with its “Bing it On” challenge, restrictions in the emerging market in China, and a seemingly endless row of legal battles in Europe.

Terror and Catastrophe Be Gone: Feeling Safe and Warm in Toasty Europe

This morning on the outskirts of Trier, Germany, we awoke positive and enthusiastic as ever. At noon, even despite the fact it is only 8 degrees Celsius, we still believe it when experts tells us Earth’s atmosphere and weather is just fine. The Gulf Stream is fine, we’re all just fine, and dandy too.

Eurovision 2013 and Why “What If” Won’t Ever Happen, Not Ever

This year’s Eurovision contest showed promise. Promise of human beings coming together in Europe, maybe across the world. Now, days after Denmark’s Emmelie de Forest, sanging the winning song in the finale, Only Teardrops the idea and ideology still enshrouds Europe. With Azerbaijan launching an investigation into its own voting schema, and an enrage Russian fan base, the Europe of medieval times just doesn’t seem so far off.

Jon Ola Sand, Executive Supervisor of the Eurovision Song Contest - Courtesy Eurovision

ZOA Calls for Israel Commentary on Netzarim Junction Affair

The Zionist Organization of America (ZOA) is calling for the state of Israel to hold a press conference to address a new investigation into what they say is a libelous past report on a Palestinian youth shooting.

A world, a people, outraged by reporting of an incident - courtesy Al Durah Project

EXCLUSIVE: Columbia Sportswear Sends Out RFP

Just in, Columbia Sportswear has sent out a request for proposal (RFP) for entertainment marketing firms to attend a coming campaign to focus on the Columbia Sportswear target demographic. Columbia Sportswear Company owns Columbia, Mountain Hardwear, SOREL, Montrail and the Pacific Trail brands, but according to the request questionnaire the company sent out, the focus will be exclusively for the Columbia brand name.