在年輕人眼中，2017年哪些品牌進(jìn)步最大？第一名出人意料
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千禧一代經(jīng)常被描述為具有社會(huì)關(guān)懷意識(shí)的一代。但最近的一次投票結(jié)果顯示，事實(shí)并非如此。 千禧一代更喜歡那些“遵循道德規(guī)范，并且對(duì)社會(huì)有所幫助”的產(chǎn)品，他們希望企業(yè)以“符合社會(huì)道德的方式”行事。甚至，《財(cái)富》雜志為千禧一代列出了100個(gè)最佳工作場(chǎng)所，特別推薦了GoFundMe這一類型的公司，這些公司會(huì)給員工額外的三天帶薪休假時(shí)間，去從事社區(qū)服務(wù)之類的活動(dòng)。 但在7月5日公布的一項(xiàng)調(diào)查結(jié)果中，千禧一代卻表現(xiàn)出不同的態(tài)度。YouGov BrandIndex是一家在全球范圍內(nèi)追蹤品牌公眾認(rèn)知度的公司，該公司將今年上半年1500多個(gè)品牌的千禧一代客戶的數(shù)據(jù)與2016年同期數(shù)據(jù)進(jìn)行了對(duì)比。 知道票選結(jié)果中進(jìn)步最大的品牌是什么嗎？是叫車軟件Uber。 這份調(diào)查顯示，Uber公司實(shí)現(xiàn)了自2016年上半年以來(lái)的最大客戶增長(zhǎng)，其中，千禧一代客戶數(shù)量增長(zhǎng)了8.2個(gè)百分點(diǎn)。這意味著，在過(guò)去的三十天里，Uber公司26%的客戶是千禧一代。 這一結(jié)果可能會(huì)讓人感到意外，因?yàn)閁ber最近6個(gè)月以來(lái)頗為動(dòng)蕩。公司面臨著性騷擾指控、大批高層人員的離職以及首席執(zhí)行官特拉維斯·卡蘭尼克離職所帶來(lái)的損失等一系列問(wèn)題。 雖然在今年1月的乘客聯(lián)合抵制活動(dòng)中，超過(guò)二十萬(wàn)的客戶刪除了Uber公司的手機(jī)軟件，但它依舊是千禧一代的最愛(ài)。調(diào)查顯示，Uber的競(jìng)爭(zhēng)對(duì)手來(lái)福叫車軟件在“2017年進(jìn)步最大的品牌”評(píng)選中排名第三，客戶數(shù)增加了6%。 YouGov BrandIndex 公司首席執(zhí)行官特德·馬茲里在接受《廣告周刊》的采訪時(shí)說(shuō)：“我并不是說(shuō)千禧一代不關(guān)心道德問(wèn)題。但就總體而言，人們傾向于做出符合他們經(jīng)濟(jì)利益的選擇。所以，如果使用Uber軟件比打車更經(jīng)濟(jì)、更方便的話，我也會(huì)用Uber來(lái)叫車的?！? 以下2017年進(jìn)步最大品牌前20名榜單
1.Uber 2.Instagram 3.Lyft 4.Snapchat 5.TLC 6.推特 ? 7.WhatsApp 8.達(dá)美航空 ? 9.Spotify 10.阿迪達(dá)斯 11.Visa 12.愛(ài)彼迎 13.大通 14.J.P.摩根 15.維基百科 16.Ace Hardware 17.Calvin Klein 18.彪馬 19.Indeed 20.Bellagio （財(cái)富中文網(wǎng)) 譯者：黃凌霄 |
Generation Y is often described to be the generation making it cool to be socially conscious, but a recent vote might suggest otherwise. Millennials prefer products that “follow ethical practices and are aligned with social causes.” They want businesses to behave in “an ethical manner.” Fortune even published a 100 Best Workplaces for Millennials list, highlighting companies like GoFundMe, which gives employees an extra three days paid time off from work to do community service-related activities. But in a survey published on Wednesday, those same millennials are singing a different tune. YouGov BrandIndex, a company tracking the public perception of brands worldwide, compared recent millennial customer data for more than 1,500 brands for the first half of this year to results from the same period in 2016. The most improved brand? Embattled ride-hailing company Uber. According to the survey, Uber made the largest customer gains since the first half of 2016, growing its millennial customer base 8.2 percentage points. This means that Uber counted 26% of millennials as customers in the last 30 days. This might come as a surprise since the company endured a tumultuous last six months. Uber has faced sexual harassment allegations, an exodus of top executives, and the loss of its CEO Travis Kalanick. Although more than 200,000 customers deleted the Uber app during a passenger boycott in January, it still seems to be a fan favorite among Gen Y. Ride-hailing rival Lyft jumped 6% for the No. 3 spot on the “most improved brands” of 2017, according to the study. “I’m not saying millennials are not concerned about ethics,” YouGov BrandIndex CEO Ted Marzilli told Adweek. “But people in the aggregate tend to make choices that are in their financial interests. So if taking Uber is more economical or convenient than waiting for a cab, I’m probably still going to call Uber.” 1.Uber 2.Instagram 3.Lyft 4.Snapchat 5.TLC 6.Twitter 7.WhatsApp 8.Delta 9.Spotify 10.Addidas 11.Visa 12.Airbnb 13.Maxus 14.J.P. Morgan 15.Wikipedia 16.Ace Hardware 17.Calvin Klein 18. Puma 19.Indeed 20.Bellagio |
