Millennials: What's in a Name?

This article argues that traditional assumptions about Millennials (those born after 1979) should be reconsidered in the context of the economic downturn.

Millennials: What's in a Name?

There has been much focus on the youngest generation of adult consumers (born in 1979 or later) as marketers consider these young consumers' reaction to the recent global economic turmoil and how they will change the marketing landscape as they move further into adulthood. Today's MONITOR Minute answers with a resounding “Yes!” the question many marketers are asking: Can they transfer what they've learned about Millennials in the United States to Millennials in other countries?

COME TOGETHER

When referring solely to U.S. adult consumers ages 30 or younger, the term “Echo Boomer” works well. But...

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