'Social capital' and 'cultural infusion': how brands can engage Australia's millennials
Dion Appel DDB Melbourne
In Australia, 15- to 35-year-olds are currently spending $67 billion every year and in ten years' time will make up 75% of the workforce. By 2025, their spending will be pushing $100 billion annually.
Some brands have tripped up by treating Australian millennials as one homogeneous group, but they are not. There are also fundamental differences between this generation and the previous and as a result the way we make meaningful connections with this group is significantly different.
Brands can build engagement among Australian...