Impact & Expertise

Publications

  • How Millennials Are Changing the Face of Marketing Forever: The Reciprocity Principle

  • Christine Barton, Lara Koslow, Christine Beauchamp
  • January 2014
  • Millennials engage with brands more personally and extensively than do older consumers—and social media and mobile devices greatly amplify their feedback.  Millennials also expect a reciprocal, two-way relationship with companies and want brands to reflect their values. The good old “push” approach to marketing will never be the same.
  • Read more on bcg.perspectives

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