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Edelman launches 8095 Live division

Public relations agency Edelman has launched a new consulting division called 8095 Live that will specialize in consumers born between 1980 and 1995. The division has released a study, also called 8095, into the consumer behaviour of this demographic in eight countries. According to the Canadian respondents to the study, this age group exhibits strong brand loyalty, with 69% agreeing with the statement, "Once I find a company or product I like, I keep coming back." In addition, 76% reported relying on the opinion of friends and family members to form their purchasing decisions. Over 50% of respondents reported using four or more sources of information to make a brand purchase decision, while 31% reported using seven or more sources. Eighty-one percent of Canadian respondents have joined a brand-sponsored online community, while 46% have joined more than three. "Our research reflects a diverse generation in our country whose defining life events thus far include being the first group to grow up with computers as part of their everyday lives, 9/11, the Facebook phenomenon and the Great Recession," said Robyn Adelson, vice-president of consumer marketing at Edelman Canada. "Furthermore, this is the first generation to use online and mobile technologies to amplify their voices, which is a game changer for marketers and communicators." A Canadian branch of 8095 Live is expected to launch in Canada later this year.

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