According to an Edelman survey, 4 in 10 Millennials (aged 18-33) want brands to allow them to co-create products. For example, Ben & Jerry’s encourages its customers to fill out the “suggest a flavor” form on their website. The survey found that 4,000 Millennials from 11 global markets reported wanting to be entertained by brands. This desire for brand influence impacts the consumer and brand relationship.

Other Millennial brand expectations include: answering questions and comments in real time via social media, sponsoring entertaining events, and creating online content (videos, photos, etc.). In general, Millennials respond to humorous ads, free samples, and contests.

Currently, companies are engaging Millennials through social media. This solution is supported by research that found the majority of social media users would like to collaborate with brands by suggesting products and service improvements (64%) or developing product innovation ideas (59%). How will your brand engage this cohort in 2013?

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