The curious contradiction of millennial individualism: A marketer's guide to the millennial psyche related to wearable tech

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.

The curious contradiction of millennial individualism: A marketer's guide to the millennial psyche related to wearable tech

They've been heralded as the most individualistic generation that has ever lived1 — the generation that's replaced "rules are made to be broken" with "there are no rules." Opinion pieces2 and behavioral research studies3 have supported this idea of millennial individualism, claiming they're less social and more focused on themselves than past generations. The National Institutes of Health4even found that the incidence of narcissistic personality disorder is three times as high for people in their...

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