Research: Brand Badges and the New Millennial Identity

Millennials. The Makers. The Doers. The Idealists.

18-34 Years Old. 80 million strong. 25 percent of U.S. Population.

More than $200 billion in annual buying power.

There’s much debate in marketing on whether Millennials care about badge brands any more—a topic that affects our clients and their businesses in major ways. Social media has created a new platform to build and express identities, this is especially true for Millennials. Through our research, we’ve explored the changing ways Millennials are building their identities and what the implications are for how brands succeed over the coming years.

See the press release here: 


Brand Badges and the New Millennial Identity by Mindshare North America on Scribd