A new study from audio branding specialist PHMG shows that younger Australians place more value on music as a key element of marketing than older generations.
According to the findings, 75 per cent of 18 to 24-year-olds and 62 per cent of under 45s say music helps them feel more connected to a brand, compared to just 41 per cent of those 55 and over.
PHMG director of music and voice Daniel Lafferty said: “As the expectations of audiences shift, it’s important that organisations don’t get left behind.
“Millennials place greater importance on music in marketing, so businesses should be planning now to cater for future success with the consumers of today and tomorrow.
“We live in an increasingly multimedia world where audio is fast becoming the modus operandi from Alexa and Siri to voice-driven car infotainment, so how a brand sounds is just as important as how it looks”.
Of those who gave a definitive answer, 74 per cent of 18 to 24-year-olds also believe that they develop a better understanding of a company’s personality through music and 71 per cent of under 35's claimed that businesses appear more professional if they use custom created music, rather than popular off-the-shelf music tracks.
Lafferty continued: “It’s clear from the research that marketing departments need to think how they can integrate audio into the marketing mix.
“Younger consumers engage better with brands that carefully consider audio, and make assumptions about the professionalism and reliability of the brand according to the sounds they hear.
“If businesses want to ensure they attract and retain the Millennial and Generation Z markets, they need to focus on the audio just as much as the visuals in their campaigns”.
The study, which surveyed 1,000 Australian consumers, also discovered 88 per cent of under 35's agree that music is an integral part of their life, a higher figure than the over 55 age group (77 per cent).