Edelman launches Millennials community

Edelman recruited the community after running a survey on how more than 3,000 respondents in the so-called ‘Millennials’ age bracket connect with brands and products.

The firm then chose 500 respondents to form the 8095 Live in the United States community, which it says will provide brands with insights and opinion and the ability to track how they are perceived by consumers.

Christina Smedley, global chair of Edelman’s consumer marketing practice, said: “Millennials are not a monolithic bloc; we believe the approach for brands and marketers is to engage in an ongoing dialogue focused on participation with these communities.”