As if brands didn’t need enough of a reason to build emotional connections with consumers in their 20s, an interesting article titled The Mysteriously Memorable 20s: Why do we remember more from young adulthood than from any other time of our lives?, reminds us of the importance that this meaningful stage of life plays in the construction of our identities and the way that we formulate our personal narratives.
Building brand relationships during this crucial stage of identity formation by having even a small role in one of those integral memories of self-actualization can create extremely meaningful lifelong associations and loyalty. And if the ultimate mark of a successful brand is the ability to become so entwined in a consumer’s life that the brand has become a part of that consumer’s identity, then there is no time better than the 20s to be there with consumers as they define their self-image.
Another interesting issue that this article raises, especially for those that are in or entering their 20s, is that this period of life is not a time to be spent wondering “what if?” Memories, as the foundational aspect of our self-identification, are our most valuable possessions and the 20s are clearly an essential time for creating new and unique memories by exploring and experiencing life to its fullest.
So what are some of your most cherished memories from this formational period of life and are there any brands you associate with those memories? Do those brands play a role in your identity today and do you still have an affinity for those brands?