Survey: Millennials look to brands for guidance, entertainment

12/4/2012 | Advertising Age (tiered subscription model)

The millennial generation, expected to dominate the economy by 2025, wants brands to entertain, help and guide them, according to a survey by Edelman Berland and 8095 Live. Only 3% consider advertising boring, 94% use external guidance before making a purchase, 74% regard themselves as purchase influencers, and 77% say they want brands to be a source of scholarships and grants.

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