The Coming of Age of Millennials

I don't understand the "Beyond the Brand" section. They imply that Millennials find brand less important than others, and in the "The Power of Social" section in the same area of the presentation, they social is growing as the importance of brands shrinks.

Yet looking at the chart in "Beyond the Brand", which shows for each age group when asked about the statement "When I shop, I always try to buy branded products", Millennials had the most people who answered "strongly agree", the most who answered that plus "tend to agree", the least who "strongly disagree", and the least who answer that or "tend to disagree".

The differences between the groups aren't very much, so I question whether there is any actual difference in brand importance among the age groups, but if there is I don't see how they can conclude that it is least among the Millennials.

Ugh, take a hike GS.