The digital economy has disrupted consumer behavior in innumerable ways. Mitchell’s OmniLocal report maps consumers’ evolving perception of ‘local’ in its wake.


The definition of “Community” has evolved for Gen Z and Millennials.

74% say geographic location does not best define community, and 55% say shared interests and mindset does best define community.

A mix of digital + physical motivations leads them to engage with brands in distinct and complex ways.

By nearly 3-to-1, Millennials and Gen Z agree that sharing experiences on social deepens brands loyalty, and for learning about products in store, they prefer mobile research over talking to employees. The best part of in-store shopping is being able to see, touch and inspect products.

With over 20 years of experience activating hyper-local campaigns, Mitchell understands the complex and evolving nature of local. To learn more, reach out and request a copy of the full report.

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