Appealing to millennial values

Brand marketers targeting millennials need to keep in mind that they are an economically bifurcated generation, for whom authenticity is a substantiating factor that helps make their decisions feel good.

Lynn Blashford, marketing VP at hamburger restaurant chain White Castle, doesn't target customers according to their age. Nonetheless, Blashford is keenly aware of millennials' craving for authenticity. "They have an appreciation for nostalgia when t

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