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WHY Report

January 18, 2017

Hey Travel Brands, Here’s How to Stand Out in the Planning Phase


Consumers are spending more time planning and researching their vacations, and they’re using multiple devices to do so. Online research typically starts 45 days before booking, with most individuals devoting 2-3 hours to research. While travelers still rely primarily on their laptops, Millennials are increasingly using their smartphones to conduct research. The most frequently requested service for which travelers turn to booking engines is the ability to book multiple travel elements (flight, lodging, excursions), followed by the ability to see all of their itinerary details in one place. 

Read more about simplifying the planning process for travelers.

January 10, 2017

Why Advertisers Should Bid Adieu to the “Perfect Mom” Trope This Year­


The “perfect mom” archetype isn’t just unrealistic for the vast majority of women, but also creates a stressful imbalance of priorities that leaves their own well-being last on the list. As we move into 2017, the “imperfect mom” will become the new hero in advertising. In an era where authenticity and relatability are the most important aspects of engagement, how could she not be?

The beauty is in the imperfections.

December 16, 2016

With Email to Millennials, You Just Don’t Know If They’re Going to Open It

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Younger millennial email users are more hit or miss than older US email users when it comes to opening marketing emails, with larger percentages either always or never opening those messages.

You’ve got mail.

December 12, 2016

Why Sex, Millennials and Video Didn't Sell For Elite Daily


Eight months ago, Elite Daily was “the voice of Generation Y,” in the words of a presentation it made to advertisers. Two weeks ago, the Daily Mail General Trust, its parent company, wrote down the entirety of its investment in the millennial-focused publisher, a tacit admission that the site was worthless to the company and its investors. That plunge is the latest turn in a wild ride Elite Daily’s been on since it launched in 2012.

Forty million down the drain.

December 7, 2016

Overmonetized Influencers and Pesky Millennials: What Brands Are Worried About Right Now


Digiday asked brands to “map out” what is really on their minds when it comes to challenges in the brand marketing space. Each individual mind map was then used to create one giant composite chart to try and envision what really is occupying the headspace of top brands right now.

Get in their head.

November 16, 2016

Inside the Awkward World of Millennial Dating


It’s not that any generation has figured out a foolproof way of forming human connections, but for Millennials, online dating seems to have further complicated the already mysterious process of falling in love. Our entire approach to adulthood has shifted, in fact, from where we choose to live, to how long we stay in school. The Millennial's economic situation is now firmly linked to how we approach relationships.

Stuck in that in-between place.

November 11, 2016

5 Ways Brands Can Build Loyalty With Young Consumers

20161103151705-GettyImages-513602209.jpegBuilding brand loyalty among consumers is complicated at best. But companies who hope to cultivate a strong following among the youngest generations, including Millennials and Generation Z, have some serious wooing to do. These consumers have grown up in a very different environment than previous generations, and have a distinct way of viewing the world. This worldview in turn shapes their consumer habits and lifestyle choices.

Be real, but not too real.

November 3, 2016

Why Do Millennials Hate Groceries?


Last week, the Wall Street Journal reported that twenty- and thirtysomethings are bidding adieu to yet another cultural mainstay of the Baby Boomer generation—shopping trips to supermarkets. With an abundance of options on the streets and at their fingertips, young shoppers are eating out at restaurants and bars, ordering in on their phones, or snagging groceries at convenience stores, such as CVS, and superstores, such as Walmart.

Don't blame the young folks.

November 1, 2016

Getty Images Launches Subsidiary Dedicated To Truth In Advertising


Getty Images is introducing a new subsidiary, Verbatim, dedicated to bringing the skills of photojournalists to the advertising and brand community. According to Verbatim’s founder Aidan Sullivan, photojournalists provide the real-world storytelling brands are looking for, especially to connect with Millennials. "This generation is looking for impactful and authentic storytelling," said Sullivan. "They need to look at something and believe it. They want it to be powerful, and they want it to have a message."

Storytelling from the frontline.

October 21, 2016

7 Ways to Use Emojis For Marketing


Emojis - you see them everywhere. Every social network supports them as do messaging apps. And it's not just about happy, sad, angry, (insert expression) faces any longer. In June of this year, the Unicode Consortium accepted 72 new emojis, including an avocado and clinking glasses. What's more, there are several good reasons to use emojis in marketing, particularly if your goal is to curry favor from millennials.

Don’t worry, be happyface.