Debunking the myth: Millennials are not all the same
Consumers are too complex and nuanced to be fully understood by narrow, traditional demographics, which only give half the picture. To gain better insights, researchers and marketers should consider segmenting by behaviour and attitude, which is highly effective at perceiving mindsets and predicting consumer-brand relationships.
Over recent years there has been a clear rise in generational marketing, with a multitude of books, think-pieces, blog posts and conference presentations about Millennials. The members of this mythical generation are apparently so radical in their attitudes and behaviours that they...