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Bad news for brands enamored with the possibility of connecting one on one with each and every consumer through the magic of social media: Young people don’t want to be friends with you.
According to a new report from Forrester Research, just 6 percent of 12- to 17-year-olds who use the Web desire to be friends with a brand on Facebook—despite the fact that half of this demographic uses the site.
Among Web-connected 18- to 24-year-olds that figure does double—meaning that 12 percent of that demo is OK with befriending brands—though the vast majority of young adults are not, per Forrester.
Even scarier for brands: Young people don’t want brands’ friendship, and they think brands should go away.
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