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New reports from Watershed Communications says that "84 percent of millennials feel they can easily describe, in one sentence, a food or beverage brand or product they just discovered," while "100 percent of the millennials surveyed said they frequently purchase food and beverage brands they list as authentic."

Lisa Donoughe, Watershed’s principal and founder, says in a prepared statement that the takeways are a) how fast millennials make up their minds about products, and b) how millennials equate simplicity and consistency with authenticity.
KC's View:
The lesson, I think, is that is is critically important for brands to communicate their narratives clearly and unambiguously. No room to be vague, not with this generation.