According to a new study from the American Marketing Association, younger people actually have a less-favorable view of campaigns that feature consumer-generated content than older people. That group, which includes everyone from age 25 to 64 (good song, by the way), says that CGC campaigns make the company seem more innovative and customer-friendly. A higher percentage of people in the 18-24 group, though, say a company that uses CGC is less-trustworthy, less socially-responsible and less customer-friendly. I think this comes from members of that younger demographic not wanting to have their creations used for corporate shilling, or at least being wary of those companies that use CGC as a way to create an overt emotional connection.Study says young people don't like CGC in ads
According to a new study from the American Marketing Association, younger people actually have a less-favorable view of campaigns that feature consumer-generated content than older people. That group, which includes everyone from age 25 to 64 (good song, by the way), says that CGC campaigns make the company seem more innovative and customer-friendly. A higher percentage of people in the 18-24 group, though, say a company that uses CGC is less-trustworthy, less socially-responsible and less customer-friendly. I think this comes from members of that younger demographic not wanting to have their creations used for corporate shilling, or at least being wary of those companies that use CGC as a way to create an overt emotional connection.
