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Why You Shouldn’t Trust Marketers That Use Words Like “Authenticity”

Tuesday, May 24, 2016

Let me start by qualifying the above: You shouldn’t trust marketers that use a word like authenticity without defining it. Even in the food & beverage world there are many, many interpretations of the word authentic.

So, let us help you. In two short weeks, Watershed will release the results of our proprietary research study that examines how millennials judge whether a food or beverage brand is authentic. We asked over 400 millennials from across the country to submit videos to us. We learned about the different categories of authenticity, which categories matter most, and what brands top the authenticity index.

Unlike other studies that ask about authentic brands, we did not provide a list to choose from or pre-scripted answers. The results of our research are genuine. We’re talking about quotes that are straight from the mouths of 18-35 year olds, unprompted and unfiltered.

Continue to check back here for updates and on June 7th, when we release the results of our research project, find out what this mysterious millennial cohort really wants from your brand. In the meantime, here’s a teaser:


My Interview with Portland Local News Station, KOIN, on how to market to millennials. A few high level tips, but message me for more in-depth analyses. Part of KOIN’s week of coverage on the “Millennial Effect.”

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