How segmenting Millennials can help brands find the affluent influencers

This article considers the hype attached to the belief that Millennials are unlike any other generation, and finds that the majority of the cohort are much like older compatriots - unless they are affluent.

How segmenting Millennials can help brands find the affluent influencers

Andrew TenzerBBC Global News

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...

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