- 
Listen To The Story
Marketplace

Branding for millennials is no easy task — you have to think carefully about what products they like, what they don't like, and what they simply don't understand.

According to a report in the Wall Street Journal today, consumer products giant Procter and Gamble is launching a new ad campaign aimed at getting millennials to use fabric softener. Downy, the company's most recognizable softener brand, saw a 26 percent decline in sales over the last eight years.

While some executives in the fabric conditioning business attribute the slump to a growing sense of eco-consciousness — a desire to buy less chemical products — Procter and Gamble says it's also because millennials don't know what the product is used for.

Me neither, come to think of it.

But then there's NASA, who clearly have a far better grasp on what newer generations need. In a press release, the space agency said it will break into the social media sphere and start sharing some of its most memorable moments via Giphy and a Pinterest account. 

Also, I'm told that it's pronounced "Jif"

“I think the best compliment I can give is not to say how much your programs have taught me (a ton), but how much Marketplace has motivated me to go out and teach myself.” – Michael in Arlington, VA

As a nonprofit news organization, what matters to us is the same thing that matters to you: being a source for trustworthy, independent news that makes people smarter about business and the economy. So if Marketplace has helped you understand the economy better, make more informed financial decisions or just encouraged you to think differently, we’re asking you to give a little something back.

Become a Marketplace Investor today – in whatever amount is right for you – and keep public service journalism strong. We’re grateful for your support.

Follow Kai Ryssdal at @kairyssdal