Mentor branding presents an opportunity for brands to create stronger bonds with customers by inspiring them, advocating on their behalf, and providing value-added information. We asked consumers of different generations about mentor branding.
Let’s take a look at how Gen Z and Millennials view mentor branding strategies compared to Gen X and Baby Boomers.
Younger Generations Say Mentor Branding is More Important
All generations in the study felt the elements of mentor branding were important. However, Gen Z and Millennials felt strongly that brands should take a stand on issues important to them and their customers, with Gen Z feeling the strongest about this element of mentor branding. When asked if brands should take a stand, 82% of Gen Z and 65% of Millennials agreed, compared to just 50% of Gen X and 43% of Baby Boomers.
Gen Z and Millennials are also more likely to choose a brand based on their advocacy than Gen X or Baby Boomers. Approximately 49% of Gen Z and 45% of Millennials surveyed said they make purchase decisions based on a brand’s advocacy. Just 32% of Gen X and 30% of Baby Boomers said the same.
The Benefits of Mentor Branding
As these younger generations establish brand loyalties, mentor branding represents a distinct way to appeal to members of these critical target markets.