Russell WhiteWe’ve heard reports over and over about how millennials are not as brand loyal as their baby boomer elders. It might be wise to do some data drilling to understand exactly what is going on with product loyalty. Because, according to a recent study of 2,000 millennials completed by Adroit Digital, 64% of millennials are as brand loyal or more brand loyal than their parents.

They are an important demographic because they are the largest generation in U.S. history and spend $600 billion annually. So why the disconnection in understanding millennial brand loyalty?

Speak the native language

Seth Godin, a marketing consultant and author of Purple Cow, among many other bestselling business books, writes about how technology has separated society into two groups: the natives and the immigrants.

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