在年輕人眼中，2017年哪些品牌進步最大？第一名出人意料
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千禧一代經常被描述為具有社會關懷意識的一代。但最近的一次投票結果顯示，事實并非如此。 千禧一代更喜歡那些“遵循道德規范，并且對社會有所幫助”的產品，他們希望企業以“符合社會道德的方式”行事。甚至，《財富》雜志為千禧一代列出了100個最佳工作場所，特別推薦了GoFundMe這一類型的公司，這些公司會給員工額外的三天帶薪休假時間，去從事社區服務之類的活動。 但在7月5日公布的一項調查結果中，千禧一代卻表現出不同的態度。YouGov BrandIndex是一家在全球范圍內追蹤品牌公眾認知度的公司，該公司將今年上半年1500多個品牌的千禧一代客戶的數據與2016年同期數據進行了對比。 知道票選結果中進步最大的品牌是什么嗎？是叫車軟件Uber。 這份調查顯示，Uber公司實現了自2016年上半年以來的最大客戶增長，其中，千禧一代客戶數量增長了8.2個百分點。這意味著，在過去的三十天里，Uber公司26%的客戶是千禧一代。 這一結果可能會讓人感到意外，因為Uber最近6個月以來頗為動蕩。公司面臨著性騷擾指控、大批高層人員的離職以及首席執行官特拉維斯·卡蘭尼克離職所帶來的損失等一系列問題。 雖然在今年1月的乘客聯合抵制活動中，超過二十萬的客戶刪除了Uber公司的手機軟件，但它依舊是千禧一代的最愛。調查顯示，Uber的競爭對手來福叫車軟件在“2017年進步最大的品牌”評選中排名第三，客戶數增加了6%。 YouGov BrandIndex 公司首席執行官特德·馬茲里在接受《廣告周刊》的采訪時說：“我并不是說千禧一代不關心道德問題。但就總體而言，人們傾向于做出符合他們經濟利益的選擇。所以，如果使用Uber軟件比打車更經濟、更方便的話，我也會用Uber來叫車的。” 以下2017年進步最大品牌前20名榜單
1.Uber 2.Instagram 3.Lyft 4.Snapchat 5.TLC 6.推特 ? 7.WhatsApp 8.達美航空 ? 9.Spotify 10.阿迪達斯 11.Visa 12.愛彼迎 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 （財富中文網) 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 |
