An expert who helps drive growth for D2C brands agreed with Kapoor that millennials and GenZ are not interested in brands used by their parents. “D2C brands are able to leverage this very well. I don’t think new millennial/ GenZ consumers’ acceptance of D2C brands is a statement of rebellion against using their parents’ brands. The proposition and delivery of D2C brands just vibes more with these consumers," he said. However, here too, D2C brands hold an advantage because of higher message credibility through social influencers, he said.

Source: Mint July 14, 2021 19:18 UTC