A major national survey by New York digital agency SYZYGY - Press Release
Marketers are obsessed with millennials, and for good reason. Mostly grown up, they comprise a third of the population and wield more than $200 billion in buying power. Yet many brand marketers struggle to connect with the millennial mindset.
A decade ago, academics discovered that young millennials were far more narcissistic than previous generations. Understanding the potential power of this insight for marketers, SYZYGY surveyed more than 5,000 U.S. adults, half of whom are millennials, to find out:
- Have elevated levels of millennial narcissism persisted into adulthood?
- How does use of digital technology correlate to this trait?
- What are the specific implications for marketers who want to get it right with this generation?
For more information contact Gail Nelson at Syzygy New York.
Quiz: How narcissistic are you?
Take 2 minutes to answer these 16 questions, and see how you rank.
The EgoTech survey was created by Dr. Paul Marsden, social psychologist and digital strategist at SYZYGY. Survey participants took the Narcissistic Personality Inventory (NPI-16), a scale used by psychologists to help diagnose Narcissist Personality Disorder (NPD). They also answered behavioral questions on screen time, use of social media, on-demand apps, and level of emotional attachment to smartphones.
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A GOOD FIVE MINUTE INTRODUCTORY PRIMER ON NARCISSISM IS AVAILABLE AT TED ED by PSYCHOLOGIST W. KEITH CAMPBELL, CO-AUTHOR oF THE NARCISSISM EPIDEMIC - http://ed.ted.com/lessons/the-psychology-of-narcissism-w-keith-campbell