Call them what you want – Generation Y, Generation Me, Echo Boomers or the Peter Pan generation – Millennials are the most sought after demographic across many industries. For Disney they fit that sweet zone of young families without kids or with one or two young children. They tend to have disposable income and willingness to travel.
Folks in Burbank must have been pretty happy to hear that Disney has just been named the “Most Intimate Brand” among millennials in MBLM’s Brand Intimacy 2017 Report—the largest study of brands based on emotion—an increase from MBLM’s 2015 list, on which Disney was ranked No. 6.
To compile its study, MLBM looked at responses from 6,000 consumers and 54,000 brand evaluations in the U.S., Mexico and UAE to understand better how emotions help to drive the relationship between consumers and brands, as well as to measure which brands are most successful at creating these strong bonds.
The Branding Agency studied the emotional connection between consumers and brands, as well as the character and strength of the bond. Among other factors, the study took into account the nostalgia consumers have for a brand, how the brand exceeds consumer expectation, and the degree to which consumers feel connected and committed to it.
“Disney resonates with this age group because they grew up with the brand. It has kept up with their changing interests and now includes popular franchises like Star Wars and Marvel. Disney is also a mainstay for young families,” stated Mario Natarelli, MBLM’s managing partner, adding that the strong representation by media and entertainment companies in the upper ranks of the list reflect a “prevailing mood of escapism and the need for respite” among the millennials surveyed.
The full report will be released on January 17, 2017. Do you consider yourself a millennial? Do you feel loyal to the Disney brand? Do you feel like the Disney brand cares about you as a consumer?