brand attributes - mail online · 2020. 11. 24. · brand attributes - factor flashpoints know your...

BRAND

ATTRIBUTES

59% 57% 55%

37% 36% 35% 34% 33%28% 27% 26% 26%

23% 21% 20% 19%5%

Total - % selected

Q - Which of the following do you like a brand to be?

BRAND ATTRIBUTES - TOTALBeing trustworthy, honest and genuine are the most important brand attributes.

Consumers are against brands being overly political.

Source: Generation Factor (N=1,200)

50%47%

44%40%

34% 34% 32% 32%27% 27% 26% 24%

22% 20% 18%

12% 8%

84

142

76

73

95

127

89 8678

93

112

93

114100

86

45

177

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% % selected Index


BRAND ATTRIBUTES - GEN ZGen Z’s brand wishes are quite different to the wider population; they want brands to stand out by

being creative and unique. They are also 55% less likely to say they like brands to be British.

Source: Generation Factor (N=300)


49%45% 45%

35% 35% 34% 33% 32% 30%27% 27% 26% 25%

21% 20%15% 5%

9076 79

107 10193 92 91

107 104 100110

121

80

99

78

105

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% selected Index

The top brand attributes for the population hold true for Millennials but they place less emphasis on

them. To really stand out to Millennials, brands should build a personable and inclusive connection.

BRAND ATTRIBUTES - MILLENNIALS



70% 70%65%

43% 43% 42% 41%

34% 33% 33% 31%27% 25% 25% 23% 22%

4%

123 118 119 122 117 119 120126

117 123

95104 133

117

100112

78

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% selected Index

Gen X want brands to help society; they are more inclined than other generations to want brands to

be charitable, ethical and understanding. We also see a heightened support of British brands.

BRAND ATTRIBUTES - GEN X


72% 70%65%

40% 38%35% 35% 34%

23% 21%18% 18% 18% 18% 16% 14%

2%

121 122 119

150

104 102 98 9582 80 78

6956

9076 75

40

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Percentage Index


Boomers have more transactional relationship with brands, wanting them to get the basics right.

They are significantly more likely to value British brands.

BRAND ATTRIBUTES - BABY BOOMERS


BRAND ATTRIBUTES - FACTOR FLASHPOINTS

Know your generationsThree key brand attributes

British Baby Boomers

1. TRUSTWORTHY 3. GENUINE

To best engage with the widest audience is

to get the basics right. Be trustworthy,

honest and genuine.

Some cross-generational differences emerge

after these three key attributes.

Older generations, particularly Boomers, like

brands to be British. The importance of this is

decreasing with each generation. Can a new

sense of Britishness help unite the country?

2. HONEST

Four attributes are growing more important with each generation, so the below must be

considered when communicating with Millennials, Gen Z and any preceding generation.

BRAND ATTRIBUTES INDEXPOLITICAL

i.177(8%)

i.105(5%)

i.78(4%)

i.40(2%)

Gen Z Millennials Gen X Baby Boomers

CREATIVE

i.142(47%)

i.107(35%)

i.95(31%)

i.56(18%)


UNIQUE

i.127(34%)

i.100(27%)

i.100(23%)

i.78(18%)


BRAND ATTRIBUTES – BRITISH

For Boomers, Britishness is the fourth most important brand attribute.

BRAND ATTRIBUTES RANK – BRITISH

16(12%)

14(21%)

8(34%)

4(40%)

Gen Z Millennials Gen X Boomers


12% 21%

34%40%

Older Gen Z Millennials Gen X Baby Boomers

BRAND

CHOICE

CRITERIA

Q - Which of these is important to you when it comes to using particular brands?

BRAND CRITERIA - TOTALAll generations agree that brands must offer quality products/services that are value for money.

It is also expected that brands are environmentally friendly.

71%67%

44%

35%

25% 23% 23% 22%20%

13%10% 8%

They are good quality They are value for

money

They are low in price They are

environmentally

friendly/sustainable

They are socially

responsible and

inclusive of everyone

They are new and

innovative

They provide ideas

and inspiration

They have an in-store

presence

They have an online

presence

They involve shoppers

in the process of

product/service

creations

They have a social

media presence

They offer alternate

payment systems

(e.g. Klarna)

Total - % selected


BRAND CRITERIA - GEN Z


Gen Z like brands with new offerings. They appreciate an online presence (incl. social media),

alternative payments, involvement and innovation. Less emphasis is placed on quality and value.

56%53%

44%

31%28% 27%

24% 22%20% 18% 18%

13%

78 80

10189

121109

124

9889

134

183

161

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

They are good

quality

They are value for

money

They are low in

price

They are

environmentally


They are new and

innovative

They are socially

responsible and

inclusive of

everyone

They have an online

presence

They provide ideas

and inspiration

They have an in-

store presence

They involve

shoppers in the

process of

product/service

creations

They have a social

media presence


payment systems

(e.g. Klarna)

% selected Index



61%57%

41%

33%28%

23% 23% 22% 21%

14% 13% 8%

86 8694 95

119

94101

11398

109

130

96

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

They are good

quality

They are value for

money

They are low in

price

They are

environmentally


They are new and

innovative

They are socially

responsible and

inclusive of

everyone

They provide ideas

and inspiration

They have an online

presence

They have an in-

store presence

They involve

shoppers in the

process of

product/service

creations

They have a social

media presence


payment systems

(e.g. Klarna)

% selected Index

Millennials want brands to have an online presence (incl. social media) and offer something new.

They are slightly less likely to value quality and value.

BRAND CRITERIA - MILLENNIALS



Brand qualities that Gen X look for largely follows the trend of the population, however they do like it

when brands provide ideas/inspiration. A brand’s social media presence is less important.

BRAND CRITERIA - GEN X

84%

74%

49%

39%

26% 26%23% 23%

18%14%

9% 7%

117 112 112 112 115104 100 103

94103

109

71

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

They are good

quality

They are value for

money

They are low in

price

They are

environmentally


They provide ideas

and inspiration

They are socially

responsible and

inclusive of

everyone

They are new and

innovative

They have an in-

store presence

They have an

online presence

They involve

shoppers in the

process of

product/service

creations


payment systems

(e.g. Klarna)

They have a social

media presence

% selected Index


BRAND CRITERIA - BABY BOOMERS


Boomers have a more transactional relationship with brands. Quality, value for money and an in-store

presence are more important. Efforts on social media are less valued.

85%82%

41%37%

24% 24%20%

14% 14%7% 3% 2%

119 122

92105 110

9486

6169

55

34

16

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

They are good

quality

They are value for

money

They are low in

price

They are

environmentally


They have an in-

store presence

They are socially

responsible and

inclusive of

everyone

They provide ideas

and inspiration

They are new and

innovative

They have an

online presence

They involve

shoppers in the

process of

product/service

creations


payment systems

(e.g. Klarna)

They have a social

media presence

% selected Index


65%

BRAND CHOICE CRITERIA- FACTOR FLASHPOINTS

#StaySocialThree key brand

choice criteria

Embrace change?

1. QUALITY 3. LOW PRICE

All four generations are in agreement that

these are the main qualities any brand

should have.

There are major generational differences

between other brand values.

It’s no surprise that younger generations are more likely than older ones to try and value

new brands or products.

2. VALUE FOR

MONEY

Younger generations demand more

dialogue and involvement with brands:

BRAND QUALITIES INDEX – INVOLVE SHOPPERS

i.134(18%)

i.109(14%)

i.103(14%)

i.55(7%)

Gen Z Millennials Gen X Boomers

i.124 i.113

i.94 i.69

Gen Z Millennials

Gen X Boomers

QU

ALI

TIES IN

DEX

–O

NLI

NE

2. BRANDS SHOULD BE ACCESSIBLE ONLINE

i.183 i.130

i.71 i.16

Gen Z Millennials

Gen X Boomers

QU

ALI

TIES IN

DEX

–SO

CIA

L

1. BRANDS SHOULD INVOLVE THEM

28% 28%23%

14%

Older Gen Z Millennials Gen X Baby Boomers

BRAND QUALITIES – NEW AND INNOVATIVE

“I LIKE TO TRY NEW BRANDS / PRODUCTS”


62%67% 48%


BRAND

INFLUENCERS

54%

28% 27%

20%16% 14% 13% 12% 11%

8% 8% 6% 4% 4% 2%

Friends Parents /

Guardians

Siblings TV shows /

advertising

Other family

members

Celebrities Newsbrands Social

influencers -

online

Streaming

services

Ads on

billboards

and posters

Radio Magazines Other ads

on social

media

Other ads

online

Podcasts

Total - % selected

Q - When it comes to recommendations/reviews for new brand/products, which of the following influences you?

BRAND INFLUENCERS - TOTALFamily and friends are the most influential sources for brand recommendations, more so than celebrity

or social influencers. Media also has a key role in influencing all generations.


BRAND INFLUENCERS - GEN ZGen Z are more inclined to turn to people for reviews, whether they are known or unknown to them

personally. They are more influenced by online than offline media.


62%

38%

31%26% 25%

18%13%

9% 8% 8%6%

5% 4% 4% 1%

114

136

116

184

211

164

68

110

6253

164

133

53

169

17

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%




51%

37%

30%

21% 19%15% 13% 12% 9% 9% 8% 4% 4% 3% 3%

95 130

110 108

136 131

100 104

57

106 101114

64

82

123

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%% selected Index

Millennials like personal reviews and are more inclined to turn to their parents/guardians and

celebrities. Media also has a key role in influencing Millennials.

BRAND INFLUENCERS - MILLENNIALS



Gen X are more likely to turn to media sources for recommendations compared to other generations.

They are significantly less likely to be influenced by celebrities and social influencers.

BRAND INFLUENCERS - GEN X

60%

29% 29% 27%

18% 16% 14% 10% 10% 9% 9% 8% 4% 3% 2%

111

104

147

100117 123

180

127

174

6681

65

100 95 92

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% selected Index


BRAND INFLUENCERS - BABY BOOMERS


Family is a key influence on Boomers. Newspapers and magazines play an important role too.

Celebrities are significantly less likely to be a significant brand influencer.

44%

27%20%

16% 15%8% 8% 5% 5% 3% 2% 2% 2% 2% 0%

81

172

74

123

76

30

145

6657

24 20 14

57 55

15

0

50

100

150

200

250

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%



BRAND INFLUENCERS - FACTOR FLASHPOINTS

Mind the Media Divide Three key brand

influencers

Celebrity Culture

1. FRIENDS 3. MEDIA

Word of mouth is by far the most important

brand influencer. Parents are also key

influencers so it’s important not to ignore

older generations and the media

they consume.

Younger generations are significantly more likely to be influenced by people they don’t

personally know.

Gen Z are over 12 times more likely than Boomers to turn to celebrities or social media influencers.

2. FAMILY

There are some clear generational differences when it comes to influences for new brands / products.

INFLUENCERS – SOCIAL MEDIA INFLUENCERS


12%

INFLUENCERS – CELEBRITIES


19%26% 9% 2%

25% 8% 2%

i.32 i.100

i.123 i.123

Gen Z Millennials

Gen X Boomers

i.68 i.108

i.147 i.76

Gen Z Millennials

Gen X Boomers

INFLU

EN

CER

S IN

DEX

–N

EW

SB

RA

ND

S

INFLU

EN

CER

S IN

DEX

–TV

AD

S

i.133 i.114

i.95 i.57

Gen Z Millennials

Gen X Boomers

i.164 i.82

i.100 i.55

Gen Z Millennials

Gen X Boomers

INFLU

EN

CER

S IN

DEX

–O

NLI

NE

INFLU

EN

CER

S IN

DEX

–SO

CIA

L M

ED

IA

YOUNGER GENERATIONS - MORE COMFORTABLE ONLINE


NEWSBRANDS AND OTHER MEDIA STILL INFLUENCIAL

TOP

BRANDS

Q - Which are your favourite brands?

TOP BRANDS - TOTALNike and Adidas are the most favoured brands, showing that they are no longer “just” sport brands.

Marks & Spencer is the third most liked brand, largely driven by Boomers’ love.

16%

12%

9%


TOP BRANDS - GEN ZAfter Nike and Adidas, their preferred brands are those that primarily sell fashion items, with both

high-street and high-end fashion brands listed.


27%

22%

8%

8%



After Nike and Adidas, it’s the big technology companies of Apple and Samsung that are

the favoured brands for Millennials.

TOP BRANDS - MILLENNIALS

16%

11%

10%

10%Source: Generation Factor (N=300)


Following the dominance of Nike and Adidas, it’s retail and technology brands that are

valued among Gen X, with Marks and Spencer and Amazon standing out.

TOP BRANDS - GEN X

17%

14%

11%

11%


TOP BRANDS - BABY BOOMERS


Boomers are the only generation who don’t favour Nike and Adidas; grocery and department retailers

are most liked. Marks & Spencer tops the list – not surprising given Boomers’ love of Britishness!

12%

12%

21%


TOP BRANDS - FACTOR FLASHPOINTS

Three favourite brands

1. NIKE 3. M&S

Nike and Adidas are the stand out favoured

brands, being hits with Gen Z, Millennials and

Gen X! They clearly are seen as more than

just a sports brand.

Beyond these two, there are some cross

generational patterns.

2. ADIDAS

TOP BRANDS INDEX

i.240(8%)

i.186(8%)

i.400(7%)

i.214(7%)

Gucci Primark Pretty Little Thing New Look

Gen Z - Fashion is Favoured

After Nike and Adidas fashion brands are favoured, both

high-street and high-end.

TOP BRANDS INDEX

i.137(11%)

i.122(11%)

i.129(10%)

i.180(9%)

Amazon M&S Samsung Next

Gen X – Rise of Retail

Apart from Nike and Adidas, it’s large retail and tech

brands that appeal.

TOP BRANDS INDEX

i.136(10%)

i.127(10%)

i.90(8%)

i.106(%)

Apple Samsung Amazon Sony

Millennials - Tech’s on Top

Following Nike and Adidas, technology brands are

the clear favourites

TOP BRANDS INDEX

i.240(8%)

i.186(8%)

i.400(7%)

i.214(7%)

M&S Sainsburys John Lewis Tesco

Boomers – Dominance of Departments

Differing to all others, department stores are by far the

most favoured by Baby Boomers


brand attributes - mail online · 2020. 11. 24. · brand attributes - factor flashpoints know your...

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