Survey Reveals Younger Generations Increasingly Demand Alignment of Brands’ Values with Their Own

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SAN FRANCISCO, June 13, 2018 (GLOBE NEWSWIRE) -- , the leading data platform for offline attribution and store visit retargeting, today revealed results of a new survey that shows the majority of consumers - 52 percent of Millennials and 48 percent of Gen Xers - feel it’s important that their values align with the brands they like. In contrast, just over a third (35 percent) of Baby Boomers agreed.

Euclid’s report, found a brand’s values are increasingly important to consumers and thus a potential differentiator for retailers in a tough industry environment. Of the consumers surveyed, 68 percent of Baby Boomers indicate products are equally as important as the brand’s values to their perception of the brand; in contrast, just 54 percent of Millennials and 59 percent of Gen Xers feel the same.

Brands are sometimes hesitant to be too out front about their principles and values, but younger respondents made it clear that values, properly articulated, can serve as powerful motivation to patronize a brand. One-in-three Millennials (35 percent) and a quarter of Gen Xers (24 percent) say brands being overly political is important to their perception of the brand, while 56 percent of Baby Boomers say it is not important to their perception.

"Millennials place a premium on personalization, convenience and technology," said Brent Franson, CEO of Euclid. “But our research also underscores the importance of values in a Millennial-led economy. Brands that want to resonate with this conscientious generation should be authentic and unapologetic about what they stand for - while still providing exceptional products, experiences, and the technology-driven convenience Millennials expect.”

Brand loyalty fuels cross-channel shopping among Millennials. Twice as many Millennials as Baby Boomers indicated they’d search for and even purchase a brand’s products online 70 percent of the time or more after learning there was no physical location near them. Digital native shoppers, it appears, are unfazed by switching channels if it means finding what they want from a brand they like with relative ease and convenience. In contrast, just 21 percent of Baby Boomers and 29 percent of Gen Xers indicated they’d do the same.

Additional survey highlights include:

To download a free copy of “Evolution of Retail: The Brand Perception Effect,” visit:

Euclid's growing offline network captures hundreds of millions monthly visits from over one billion unique devices across tens of thousands of locations.

Euclid is backed by leading venture capital firms Benchmark Capital and NEA, as well as Cox Enterprises and Groupe Arnault, the controlling shareholder of LVMH – Moet Hennessy Louis Vuitton, the world leader in luxury products.

Media Contacts:
Christiana Rattazzi
(408) 497-0612

Sheridan Smalley
LEWIS for Euclid
(415) 432-2477

More news and information about Euclid Analytics

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Globe Newswire: 14:00 GMT Wednesday 13th June 2018

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