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The making of tomorrow’s consumer

Jean McDougall (Millward Brown)
David Chantrey (Millward Brown)

Young Consumers

ISSN: 1747-3616

Article publication date: 1 September 2004



Presents the findings of Millward Brown’s international study of the relationship of the youth generation with brands, using these findings to give marketers advice on how to connect with young people. Emphasises how much more grown up are today’s tweens (8 to 14 year olds) than previous generations, and the opportunities this gives to marketers. Discovers that tweens not only influence the brands they buy for themselves but also expensive family purchases. Examines how brand loyal they are, finding that brand loyalty increases sharply at the age of ten and peaks at around 30. Outlines the brand pyramid, with the strongest bonding of consumer to brand at the top, and assesses the importance of peer pressure in determining brand loyalty, including the “fish‐streaming” phenomenon (in which younger children wish to use the brands that teens do). Discusses whether brand loyalty is a lifetime relationship, and how some brands like McDonald’s successfully segment their markets to appeal to all ages.



McDougall, J. and Chantrey, D. (2004), "The making of tomorrow’s consumer", Young Consumers, Vol. 5 No. 4, pp. 8-18.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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