approach / mentor branding

How Does Each Generation Feel About Mentor Branding?

Mentor branding presents an opportunity for brands to create stronger bonds with customers by inspiring them, advocating on their behalf, and providing value-added information. We asked consumers of different generations about mentor branding.

Let’s take a look at how Gen Z and Millennials view mentor branding strategies compared to Gen X and Baby Boomers.

Younger Generations Say Mentor Branding is More Important

All generations in the study felt the elements of mentor branding were important. However, Gen Z and Millennials felt strongly that brands should take a stand on issues important to them and their customers, with Gen Z feeling the strongest about this element of mentor branding. When asked if brands should take a stand, 82% of Gen Z and 65% of Millennials agreed, compared to just 50% of Gen X and 43% of Baby Boomers.

Consumers who say brands should take stands by Generation

Gen Z and Millennials are also more likely to choose a brand based on their advocacy than Gen X or Baby Boomers. Approximately 49% of Gen Z and 45% of Millennials surveyed said they make purchase decisions based on a brand’s advocacy. Just 32% of Gen X and 30% of Baby Boomers said the same.

Consumers who say they purchase brands by generation

The Benefits of Mentor Branding

As these younger generations establish brand loyalties, mentor branding represents a distinct way to appeal to members of these critical target markets.

Learn more about our mentor branding research, and see if incorporating mentor branding into your marketing strategy is right for you and your consumers

READ MORE ABOUT MENTOR BRANDING

Could Mentor Branding Benefit Your Food Brand?

When it comes to food, consumers feel strongly that brands should engage in mentor branding activities like providing value-added information, inspirational action, and advocacy.

How Does Each Generation Feel About Mentor Branding?

Mentor branding presents an opportunity for brands to create stronger bonds with customers by inspiring them, advocating on their behalf, and providing value-added information.

What Do Consumers Expect From Health Brands?

Health brands have traditionally been differentiated based on functional or experience benefits. Increasingly, consumers want health brands to do more – to provide value-added information, to inspire and to advocate for customer interests.
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