Study Finds Millennial Consumers Are Heavily Swayed By Ethics and Practices of Marketers

The most important key for marketers hoping to gain brand loyalty from millennials is not promoting the attributes of products through advertising, but the respect they earn from the ethics, practices and image each company exhibits, according to a study released by consumer insights company The Intelligence Group.

The study, part of Intelligence Group's ongoing Cassandra Report "Good Guide," surveyed 900 14-34--year-olds online, asking about a variety of social issues related to their social consciousness. It was conducted from June 23-July 3, 2012. Among those surveyed, 59% expressed that a company's ethics and practices are important factors in deciding what brands they will buy.