The Baby Boomers were the first generation with ‘The Trust’ broken at the institutional level. Gen X followed, with ‘The Trust’ broken by individuals. The broken collective trust has evolved to where Millennials don’t trust anything except the people they know. From the evolution in the way Millennials view concepts like education, employment, ownership, the common good and how brands connect to them, the rules in marketing to them have fundamentally changed.
These changes, mixed with omnipresent digital connection delivering thousands of pieces of content, advertisements, selfies, messages and more, means the way brands approach connecting to Millennials has to change to succeed.