Brand Keys对12300名千禧一代消费者进行评估后发现,这是一群具有一定购买能力,对顶尖品牌有着极强忠诚度的群体。相对于理性消费而言,他们在2015年时感性消费的比重达到80%。这份调查选取了63个不同种类的顶尖品牌,千禧一代忠实拥趸的品牌占91%,其中Apple、Nike、Chipotle以及Old Navy是最受喜爱的,千禧一代对Apple的忠诚度达到99%,换句话说就是“果粉”是千禧一代的 Brand Keys, which evaluated 12,300 millennial consumers, found that it was a group of people with a certain purchasing power and strong loyalty to top brands. Compared to rational consumption, their share of perceptual consumption reached 80% in 2015. The survey selected 63 top-tier brands of different kinds, with 91% of the Millennial-loyal fans, with Apple, Nike, Chipotle and Old Navy being the favorites, millennials loyal to Apple reaching 99 In other words, “fruit powder” is millennial