Young men are recommending beauty, apparel and household products. They defy stereotyping, says Engagement Labs' CEO.

Millennials have forced brands to innovate and recreate marketing strategies. However, there’s an unexpected generational twist that marketers need to heed. Millennial men are remarkably influential and powerful brand advocates, more so than other men, more so than in the past, and even more than millennial women.

Millennial men have emerged as key catalysts of consumer conversations about brands–a role that women have long dominated. In fact, data shows that millennial men are 50 percent more likely than their female peers to be everyday influencers. These are the word-of-mouth leaders—the friends, colleagues or even family members we turn to when we need advice on things such as what type of car to buy, where to eat, best places for a vacation, or any other product-related advice. They’re only 10 percent of the population, but they carry disproportionate sway.

Read the full Campaign article here.

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