If you’re anything like me, you get so caught up on cracking Gen Z that sometimes you forget that the Millennial generation is still its own beast.

If we take a stroll down the cobbled streets of Millennial desire, where avocado toast, renting instead of buying, and those infamous student loans rule the day. And don’t you dare forget to toss in some influencer marketing for good measure. The great wheel of time keeps turning and, in its wake, Gen Z is clamouring for our collective attention.

Millennials around the world are more likely to want brands to be smart than funny, and more reliable than bold, according to results from a GWI. Contrary to the whimsical portrait often painted of this group, reliability stands front and centre. It’s a testament to the depth and maturity of this generation, echoing sentiments even the Baby Boomers can relate to.

In surveying tens of thousands of adults ages 27-40 around the world, GWI discovered that the brand quality that most resonates with respondents is reliability, with a leading 53% of respondents indicating that they want brands to be reliable.

Drilling down further, innovation, intelligence, and authenticity are close runners-up. The emphasis on authenticity, especially in influencer marketing, is an indicator of the Millennial demand for genuine relationships and connections in an increasingly digital world. Social media has transformed how brands engage, and it’s clear that mere aesthetics aren’t enough.

Authenticity has become the touchstone of brand value on these platforms. Interestingly, the ‘cool’ factor, which many would assume to be a prime desire, ranks lower at 29%.

It’s a gentle reminder that being genuine often holds more weight than simply chasing the latest trend.

Other qualities don’t hold as much importance with Millennials, including brands being exclusive (26%), young (24%), funny (24%) or bold (22%). The quality that resonates the least with respondents is a brand being traditional, cited by fewer than 1 in 5 (18%) Millennials surveyed.

Actions, it seems, speak louder than words, even in the world of branding. Millennials exhibit a clear inclination for dialogue, wanting brands to truly listen to their feedback. Additionally, a brand’s environmental consciousness and social responsibility play significant roles in shaping perceptions.  

Social issues, naturally, hold prime real estate in the Millennial mindset. Advocacy for reduction in sexual harassment/abuse and a strong push for mental health care demonstrate a generation that’s in sync with pressing global challenges. Their heightened focus on body inclusivity/body neutrality is another testament to the changing tides of societal acceptance and self-love.  

In other results from the study, the social issues that the largest shares of Millennials in the US said were most important to them were reducing/ending sexual harassment/abuse (55%) and access to mental health help/care (54%).

The top issue that they want brands/companies to support is mental health – 53% – ahead of the environment/climate change and sustainability.

For brands eager to engage, the Millennial message is clear: depth over flash, authenticity over pretence, and reliability over fleeting charm. In a world saturated with messages vying for attention, maybe what truly resonates is something a bit more heartfelt and genuine.

About the Data: The results are based on a Q1 2023 survey of 81,921 Millennials ages 27-40 across 52 markets.
The results specific to American Millennials are based on a Q1 2023 survey of 741 American Millennials ages 27-40.