AFTERWORD
Millennials with kids are the most informed, digitally savvy, innovative, and pragmatic parents in history. Their beliefs and behaviors are far different from those of previous generations, and they will shape the near future of our economy.
This journey started more than five years ago, when our leadership team set out to make Barkley the most informed marketing agency in America as it relates to Millennials. Our goal was to uncover insights that would allow us to help our clients prepare their brands for the future. Jeff Fromm became our champion.
He started by forming partnerships with Boston Consulting Group and Service Management Group to conduct the largest-scale research study to date on the Millennial generation as consumers. ...
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