How segmenting Millennials can help brands find the affluent influencers
Contrary to the hype, the 950 million Millennials are not that different to previous generations. Only the 16% of affluent Millennials exhibit the characteristics ascribed to them, and brands should focus their marketing on an even smaller group – the 29 million 'Supercharged'.
Throughout history we have placed people into groups. This comes from a basic, and often subconscious human need to categorise the world. Known as 'social categorisation theory', we simply stop seeing people as individuals. For instance, when we meet someone, we immediately...