Amazon Is Millennials’ No. 1 Brand. So Is Purpose-Driven Marketing Fruitless?

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Research.

Description: Millennials seem to understand the importance of companies striving for meaning beyond profits. The same millennial buyers who tout their loyalty to cause-conscious organizations overwhelmingly spend their discretionary income at Amazon, a flawed behemoth that’s never laid out any ethical consumerism motto, but merely delivers fast service and competitively low prices.

Source: MediaPost.com

Date: Feb 22, 2021

Link: https://www.mediapost.com/publications/article/360789/amazon-is-millennials-no-1-brand-so-is-purpose-.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=121523&hashid=sEI_WGOFRPC9S2yOZBKY8g

Questions for discussion:

  • How does the article explain consumer brand preference dissonance when it comes to companies like Amazon, Apple, and Nike?
  • What is the advice to marketers?
  • Do you agree with this analysis?