Although a brand's coolness is important to up-and-coming Millennials, most surveyed Gen-Y Americans say a brand should be up-to-date (36%) and should have its own style (33%) to be appealing, according to a study conducted by InSites Consulting and MTV.
Among 33 brand characteristics, Millennials also say brands should be authentic (32%), unique (32%), and have a clean reputation (30%) in order to be embraced by their generation.
Attributes such as cool (26%), trendy (18%), and green (14%) are less important to Millennials.
Meanwhile, Millennials worldwide share many of the same opinions. "It's not that coolness is not important to them," said Joeri Van den Bergh, co-founder of InSites Consulting.
"A brand's coolness is a result from a complex mixture of attributes rather than something they buy from the counter. Although favorite youth brands differ regionally—for example in clothing retail it would be Top Shop in the UK, [H&M in the US], Zara in Spain, or G-Star Raw in the Netherlands—when Gen-Yers talk about their beloved brands, they universally share the same attributes."
Below, other findings from the 16-country survey of 4,065 Millennials (age 15-25).
One out of four Millennials say they deserve more attention from brands—not only because they spend money themselves but because they have a strong influence on their parents' spending.