Seven paradoxes that shape the millennial generation
Millennials are the biggest, and most talked-about, generation ever. They represent a quarter of the world's population and will dominate politics and culture for decades to come.
Any brand wanting to secure its place in the market, therefore, knows it must capture the millennial imagination. But, at the same time, this group is widely misunderstood – and many reports which attempt to define them are either contradictory, counter-intuitive or downright confusing.
At Landor, we developed a research methodology that reflected who millennials are and how they live....