AFTERWORD
Pivotals will grow to become the most powerful consumer cohort in the market before we know it. They are already well on their way. Now is the time for marketers to prepare for the changing landscape that will result from these young consumers’ ideals and expectations.
At Barkley and FutureCast, our journey to become the most informed agency in the United States on the attitudes and behaviors of emerging consumer groups started with a comprehensive study of Millennials in 2011. Through a partnership with The Boston Consulting Group and Service Management Group, our initial research study was the largest of its kind, leading to our first report, called “American Millennials: Deciphering the Enigma Generation.” Since then, we have published ...
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