Despite being thought of as "brand agnostic," millennials show significant brand affinity and loyalty for companies they grew up with, according to a report from Concentric Marketing. The digital generation shows a significant preference for brick-and-mortar giants including Target and Wal-Mart, and healthier food options from companies such as Chick-fil-A and Subway. "As marketers, we must find a reasonable level to cluster diverse populations like these into meaningful groups," said Bob Shaw, Concentric Marketing's president.
Report: Millennials show Chick-fil-A, Target loyalties
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UNIVERSITY OF VIRGINIA