Is being “Socially Stylish” the new face of consumption?
Thus, today, a millennial brand has the ability to tell a good story, to connect with its audience and to offer something more than just style. We call these brands the Socially Stylish brands. What makes a socially stylish brand? According to BAV attributes, they are closely correlated to being perceived as Trendy, Glamorous, Upper Class, Charming, Prestigious, High quality, Distinctive, Up To Date, Progressive, Unique, Visionary, Authentic, High Performance, Innovative, Dynamic, Independent, Leader, and Worth More than traditional brands.
Brands that are Socially Stylish are also closely correlated to having greater Energized Differentiation, a BAV pillar that measures future momentum. Ultimately, they have higher correlations to greater Brand Strength, meaning that Millennials see a future in socially stylish brands.
Today, we see the best retailers pushing themselves forward to jump on this trend and change their image. Brands that are leading this movement are H&M with their “zero waste” campaign asking customers to bring in used clothing and offering percent discounts, while in the food category Siggi’s yogurt offers hormone free, preservative free and additive free yogurt from locally sourced natural farms.
Compared to brands within the category, Siggi’s and H&M command much higher Energized Differentiation in the eyes of Millennials, with usage and preference also outpacing their category.
Today we are left to ask ourselves is “Socially Stylish” a trend for Millennials or will companies have to tout their CSR programs and change their business models in order to gain Millennial and soon Gen Z dollars?