How retailers can bond with millennials

The way to bond with the millennial generation is through the video platform YouTube.

YouTube ranked as the most intimate brand among millennials for the first time, climbing up from third last year, according to MBLM’s Brand Intimacy 2019 Study. MBLM defines brand intimacy as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand.

“YouTube ranked 10th with millennials just two short years ago and has steadily made its way to the top,” said Mario Natarelli, managing partner, MBLM. “The brand has demonstrated an ability to entertain a diverse Millennial audience through its extensive content. It is also continuing its expansion of services, including the launch of YouTube Music in 2018, as it finds new ways to connect with consumers. Millennials in particular bond strongly with the media and entertainment industry, and YouTube is doing a good job at building a brand that caters to the wants and needs of this audience.”

Apple and Netflix ranked as the second and third most intimate brands for Millennials. Comparatively, in MBLM’s 2018 study, Apple placed first with consumers from this generation, followed by Disney and YouTube.

To read the study results, click here.