The Millennials Favorite Friend is Not a “New Face”
by Amy Lignor
Everywhere you look – most especially when it comes to the world of digital marketing – the key group to target for sales in 2017 is a group called the “millennials.” Millennials represent that demographic which follows behind Generation X, and as far as advertisers and 90% of the companies out there right now are concerned, their profits begin and end with what the millennials want. In fact, they are the largest generation in the U.S., representing one-third of the total population.
The headline that ran the Internet just recently may sound a bit odd, considering how old the character is behind it, but among millennials, the “Most Intimate Brand” was announced as being none other than Disney.
This MLBM study is all about consumer emotions and how emotions are utilized when connecting consumers to brands. The strongest bond for consumers comes from that dutiful, reliable Mickey Mouse that, no matter how much time goes by and no matter what bad things happen in the world, has remained the most trustworthy, honest “friend” people can have.
This Branding Agency had a number of factors that went into their study. From character and strength of the bond to the nostalgia consumers have for a brand; from how the brand exceeds consumer expectations to the degree to which consumers feel connected and committed to it – after putting all of these factors together, it was announced that Disney resonates with millennials. This is one company that has kept up with constantly changing interests, now including popular franchises from Star Wars to Marvel. It also allows people to “escape” from the bad times into a world where a castle still lights up as Tinkerbell waves her wand around its spires.
There are many limbs of the Disney Company, and one that touches many hearts comes in the form of saving wildlife. Many people do not know that Disney has a conservation grant-making program, with a huge focus on all the critters out there that need help. Not really a surprise when you consider the fact that Simba and Dumbo are two beloved names Disney built a billion-dollar-realm around.
Hundreds of grants are made by Disney to help wildlife. Since 1995, the Disney Worldwide Conservation Fund has been giving out these grants every year, with the total running into the twenty-five-million-plus range. These dollars have been put to tremendous use to protect the dwindling elephant population, and the saving and building of new, safe habitats for rhinos, primates, birds and even sea turtles. Helping out in Africa, China, India, South America – the list goes on when it comes to saving the animals, which helps Disney even more as they secure the number one slot with millennials.
Furthering the Disney brand are the myriad of awards given to their theme parks, resorts and even cruise ships that remain clean and respectable. Travelers still fill the Disney parks that keep offering new sights and sounds every time you turn around.
In other words, no matter what “new technology” appears on the market, or what new company creates and makes millions of the latest “it” device, in the end a company that began from pure imagination and love – with a mouse at the helm – still holds their head higher than all the rest.
Source: GIG News