They see how powerful the power

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communications group Havas notes that 40% of respondents aged 16 to 24 complain about being treated lightly by brands. Also, these people are much smarter than their parents at the same age. They have an innate understanding of marketing mechanisms, they know their value as consumers, and they believe they can help a brand win or fail.

Social media is and how easy it is to spread ideas to an audience of millions (Havas research cites the example of fomenting an uprising using Twitter in the Middle East). They quickly recognize lies and can easily verify any information. At the same Specific Database time, they appreciate the original approach, attention and freedom. Therefore, the trust of millennials must be earned. According to Cohen, "Marketing used to be based on a militaristic approach: here is your target audience, attack them with media.



Now we see that the audience does not want to be captured, so he advises moving towards building friendships, and this is not a quick process. Another important principle is the individuality of the acquisition and mastering of the consumer's contribution by a specific company. Unlike highly specialized communities that develop open software or modernized windsurfing accessories, such work is managed and owned by only one initiator company that sells the result.