Marketing to Millennials - US - May 2016
The often analyzed Millennial generation spans the ages of 22-39 in 2016. This group is the largest generation, making-up a quarter of the US population, roughly 77 million people. Additionally, they are nearing their prime earning and spending years, making them a crucial audience for marketers in nearly all categories.
Although this generational group spans nearly two decades, making it hard to understand what a “typical” Millennial looks like, hallmarks of this group include their support of social change, including racial diversity in the US, and changing family dynamics; their penchant for selective spending in which they will scrimp in some areas only to splurge on others; and their reliance on technology countered by an equally compelling desire to “switch-off.”
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