CHAPTER 5

Make Them Look Good Among Their Peers

I definitely care what my friends think, and that plays into the items I purchase or the things I do. I ask for advice or reviews of products, and I do a lot of shopping with my friends to observe what they’re buying.

—Caroline W., 28, Kansas City, Missouri

The definition of expert has drastically changed for the majority of Millennials like Caroline. Professional experience and/or academic credentials aren’t the only attributes that qualify someone as an expert.

Anyone with firsthand experience—especially a close friend or peer—can serve as a go-to (and often superior) source for recommendations on brands, products, and services. Indeed, according to a study by Bazaarvoice, 84 percent of Millennials ...

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