Millennials are more likely to engage with brands for product changes

55% would want to influence product innovation, Euromonitor found. 

Around 55% of millennials said they want to engage with brands to influence product innovation, a report found. 

This is the highest amongst other generations, Euromonitor reported in its 2023 Digital Shoppers Trends. 

Globally, the report noted that 41% of digital consumers like to actively engage with brands. 

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This is enabled by social networks that link brands to consumers and help in the co-creation process. 

Amongst the social media apps, millennials mostly used Facebook, and Instagram, followed by Pinterest, and TikTok. 

Instagram, meanwhile, led the preferred apps of Gen Zs, followed by Facebook, TikTok, and Pinterest.