Fuse finds millennials are the we-generation | Media Analysis | Business
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Research from cross-platform entertainment media brand Fuse Media has revealed generally unsuspected facets about its core multicultural millennial and GenZ audience.

Fuse Research 9Aug2019Commissioned by Fuse and conducted by NRG, the 2019 Fuse Multicultural Insider sampled 1,500 emerging adults ages 18-35 and 500 GenXers ages 36-49, investigating their worldview during a time of great division, as well as their relationships with and expectations of brands and media.

Standing out among the key findings was that millennials see the notion of unity as twice as more valuable than diversity; indeed, and perhaps a pointer to content companies such as Fuse, 55% of millennials believed that diversity isn’t inclusive enough. The study also showed that millennials find brands more trustworthy than social media influencers/celebrities and more influential than the government.

Almost 90% of millennials indicated that they “like when a brand appeals to more than one person” while 85% agreed that “a brand should be something everyone can enjoy.” Just over three-quarters of millennials - and 79% of those aged18-24 - said that their favourite brands valued inclusivity.

Fuse Media and NRG used their research to develop a ‘unity score’ to determine which brands are best connecting with young people, driven by key values millennials want brands to have. Of the nearly 200 brands most-loved by millennials, the 10 with the highest Unity Score included Amazon, Disney and Netflix.

Given the results, Fuse posed the question as to how brands can live up to that trust.

“While respecting each other’s culture is important to this generation, their shared sensibilities and passions have deeply bonded them and encouraged them to look past these once-limiting boundaries,” noted Mark McIntire, head of marketing at Fuse Media whose platforms include the Fuse and FM (Fuse Music) linear and video-on-demand (VOD) channels.

“Millennials understand the power of being united, and want to work together to improve the world for themselves and future generations. They also expect companies that are looking to engage with them to follow suit. We are sharing these findings with our brand and agency partners, as we help them identify the best opportunities to reach this ‘We Generation.’”