Study: Millennials want brand managers out of their ears—and feeds

Leave the nagging to mom and dad. Younger consumers say they dislike aggressive ad targeting on social media. Here’s how one study suggests reaching Gen Z and millennial consumers online.

“If you build it, he will come.”—”Field of Dreams”

Many social media managers probably don’t approach consumers with a “Field of Dreams” mentality.

Despite that, almost 75 percent of millennials (ages 20–39) and Gen Z (ages 16–19) say they’re disinterested in brands that advertise too aggressively on social media.

Data show that millennial and Generation Z consumers now make up more than half the population, and brand managers who seek their trust should prioritize meeting their expectations.

Where can you start?

A Harris Poll study (commissioned by Lithium Technologies) found that although your organization should have a strong presence on various digital and social media channels, it’s probably best to let these consumers come to you.

Here’s more from the study:

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