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MSI: How Consumption Capital May Explain Brand Preferences

Consumer packaged goods have experienced increasing fragmentation in recent decades. This is most often attributed to millennials’ preference toward smaller and seemingly more “authentic” brands. But is this true? New research suggests that generational differences in “consumption capital” may be an even more significant factor. This is based on the range of products available over time. Read the article.

NYCU: Much Ado About TikTok

The popular TikTok app is owned by ByteDance, a Chinese multinational internet technology company. Three articles address the recent controversies about a possible ban.

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Editor’s Note: there are several infographics provided: How Millennials and Baby Boomers Consume User-Generated Content (UGC) via Adweek

From an A-list celebrity tagging his new designer duds on Instagram to your next-door neighbor raving about her favorite new meal-delivery service on Facebook, most everyone uses social media to talk about brands.

But how different generations of people create, consume, and share this type of user-generated content varies widely. To help marketers better understand the divide, earned content platform Olapic conducted a survey to find out how consumers of different ages—especially millennials and baby boomers—view UGC.

While their responses varied, one thing was widely agreed upon: “76 percent of consumers believe the content that average people share is more honest than advertising from brands,” said Olapic co-founder Pau Sabria. “That should serve as a wake-up call for brands to start exploring the use of authentic content in ads and marketing to build trust and create a more meaningful dialogue with their customers.”

Access full article from Adweek