IN THIS CHAPTER
Defining the Millennial consumer
Recognizing common errors marketers make with Millennials
Understanding the Millennial mindset and its implications
Building an effective strategy for Millennial consumers begins with a clear understanding of their unique characteristics. Some marketers miss the basics. Millennials, like any generation, are defined as a group of consumers that fall into a certain age bracket. But, in some cases marketing to Millennials requires you to look beyond age. For this reason, you need to develop a deep understanding of this market so that you don’t misunderstand its complex nature.
In this chapter, you start thinking about Millennials as prototypes for the next generation of consumers. They’re not simply soon-to-be-wealthy 20-somethings that are difficult to reach. They represent a seismic shift in the world of marketing.
If you ask the average marketer to define the term Millennial, he or she would almost certainly start by stating that Millennials are consumers born between the years 1980 and 2000. While, demographically this is a fact, ...