Point of view: The 'value' of Millennials

This article discusses 'relevance' in marketing directed at millennials and argues that many attempts at this fall short.

Point of view: The 'value' of Millennials

Megan AverellGALKAL

'Relevance' was one of the most overused words at Cannes Lions this year. In many instances, it was aimed squarely at the ever-elusive Millennial – a segment that the marketing community, a decade after it replaced Generation Y as the desirable target group, is still struggling to figure out.

This figuring out has often stopped at surface-level platitudes. For instance, 'Millennials like music' or 'Millennials want customisation'. And, likewise, much of the advertising directed towards Millennials merely scrapes the surface. Ads might attempt to appeal by showing young people enjoying...

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