Brand Loyalty Changing for Natives

Never liked the term Digital Native.    We are all more like digital tourists now, using the convenience and intelligence of it more or less.   .........

Marketing to Digital Natives: How Brand Loyalty Is Changing

Wharton's Americus Reed and Erik Gordon of the University of Michigan discuss reviving old brands for millennials and Gen Z. ... 

Marketing Content

Brand loyalty used to be something companies could rely on to grow and retain their customer base. It was driven in part by cool commercials on network TV and catchy jingles that consumers couldn’t get out of their heads. But younger people, specifically millennials and the Gen Z cohort, aren’t looking at the same media or ads that their parents did. Companies that were popular in past generations are quickly discovering that they need new strategies if they want their brand to appeal to the next generation of shoppers who can easily click and choose from millions of products from around the globe.

The Knowledge@Wharton radio show on SiriusXM invited two professors to talk about marketing to digital natives and what it means for companies. Americus Reed is a marketing professor at Wharton, and Erik Gordon is a professor at the University of Michigan’s Ross School of Business. The following are five key points from their conversation. (Listen to the full podcast at the top of this page.)   ... "