ATLANTA—A new white paper suggests that “Millennials may be the most researched and yet least understood generation in the history of marketing and communication,” and sets out to change that.
Titled “Why the ‘Y’: Millennials and the Generation of Innovation,” the paper has been researched and published by Adrenaline, the “experience” design and branding agency that is a unit of Newground.
The research notes that “while…pigeonholing surely happened to Baby Boomers and Gen X before us, this maddening habit of lumping an age group together and attributing overriding characteristics and behaviors to the entire cohort means that marketers miss some really important distinctions that inform how they interact with us, and how we do or don’t interact with them.”
The 80 million Millennials comprise about 24% of the U.S. population and the new paper explores “who we are,” “what we want,” and “where we are.” It also identifies the top U.S. markets for Millennials and Boomers, how Millennials adoption rates of technology are driving mass market, how Millennials are going to drive the broader consumer market, and the “new rules” for marketing to Millennials.
For more information: www.adrenalineshot.com