Inkling Report No. 4 - Gold Digging: UK Millennials & Premium Brands

WHAT MAKES MILLENNIALS PAY A PREMIUM?

Picking off from where our last report You Don't Even Know Me left off, we investigated how life stage differences in this wide cohort impacts their purchase decisions of premium products. From understanding what brand attributes justify the quality tag, to uncovering triggers that spark premium purchases, our research has once again revealed that there is no such thing as a homogenous ‘Millennial’.

GOLD DIGGING

With recent shifts in consumer spending psychology away from conspicuous consumption to considered consumption, premium brands stand to gain the custom of Millennials – provided they can rightly justify their value and role in their lives. 

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Fill out the form for a free download of Gold Digging: UK Millennials & Premium Brands. Once submitted, a link to the report will appear below. You'll also receive an email asking to be added to our mailing list - if you don't want to join, feel free to ignore it.