Business Review - Emotion of Empowerment

Aug 10, 2021

Doctor Tyra Lindsey-Warren, Clinical Assistant Professor of Marketing, gives insight into the best way to market to the new generations of consumers. 


STATISTICS SHOW THAT MORE THAN HALF OF AMERICANS ARE MILLENNIAL OR YOUNGER.  DR. TYRA LINDSEY WARREN, CLINICAL ASSISTANT PROFESSOR OF MARKETING LOOKS AT HOW EMPOWERED STORYTELLING RESONATES WITH MILLENNIAL CONSUMERS.

  “Empowered storytelling is storytelling that exudes the emotion of empowerment. It is one that is defined as when a receiver of the story becomes grossly absorbed or lost in the telling of the story. We found that it had a positive impact on message, recall purchase intentions, as well as, empowering, these millennials to look beyond themselves.”    DR. WARREN SAYS THAT THIS GENERATION OF CONSUMERS WANT MORE OUT OF THE BRANDS AND THE PRODUCTS THEY ARE INTERACTING WITH.  “When you look at the composition and character of millennial consumers, as well as the generations after them, gen Z, alpha generation, they want more out of life. So, making an emotional connection with this type of consumer is paramount for brands because it touches at the millennial heartstrings. And that's essentially what empowered storytelling is really all about from a brand perspective, showing their consumers that they are in alignment with their belief systems, their value systems, their morals, et cetera, because that's what millennials and the generations after them want.”   THE BUSINESS REVIEW IS A PRODUCTION OF LIVINGSTON & MCKAY AND THE HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY.