Research from Cognizant has shown that companies that involve direct customer input in their innovation processes report higher satisfaction with a variety of innovation areas than those who don’t. For brands looking to go that route, Millennials may prove a willing source of ideas. According to new survey results from Edelman Berland and Edelman 8095, 4 in 10 Millennials (aged 18-33) from around the world want brands to allow them to influence their products (co-creation). In fact, this is the leading way in which Millennials want to be entertained by brands.

via 4 in 10 Millennials Interested in Co-Creating Products With Brands.