Executive Briefings

Millennials Switch Brands Over Supply Chain Ethics, Not Marketing Image, Research Says

Millennials are more likely to switch brands over a company's product quality or supply chains than its marketing or image, according to research. A survey found quality, ethical or sustainability concerns were much more important in a decision to ditch a favoured brand than its social media presence or a "cool" website or mobile app.

Millennials Switch Brands Over Supply Chain Ethics, Not Marketing Image, Research Says

Supply chain management firm GT Nexus conducted the survey of 588 millennials, aged 18 to 34, in partnership with pollsters YouGov.

Of the 55 percent of millennials who said they had changed their favourite brand in the last year, 41 percent cited problems with product quality, and the same percentage cited issues with product availability.

Nearly a third (28 percent) changed brands because they felt it did not pay or treat its workers fairly, and nearly a quarter (22 percent) because it was not environmentally friendly.

In contrast, 5 percent of millennials surveyed said they left their favourite brand because it had a poor social media presence, 4 percent because it did not have a mobile app, and 3 percent because it lacked a cool website.

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Supply chain management firm GT Nexus conducted the survey of 588 millennials, aged 18 to 34, in partnership with pollsters YouGov.

Of the 55 percent of millennials who said they had changed their favourite brand in the last year, 41 percent cited problems with product quality, and the same percentage cited issues with product availability.

Nearly a third (28 percent) changed brands because they felt it did not pay or treat its workers fairly, and nearly a quarter (22 percent) because it was not environmentally friendly.

In contrast, 5 percent of millennials surveyed said they left their favourite brand because it had a poor social media presence, 4 percent because it did not have a mobile app, and 3 percent because it lacked a cool website.

Read Full Article

Millennials Switch Brands Over Supply Chain Ethics, Not Marketing Image, Research Says