For years many advertisers have been using the terms "millennial marketing" and "youth marketing" almost interchangeably, forgetting the fact that the oldest of the millennial demographic are now nearing 40 and coming to terms with their first gray hairs.
"One out of every five RFPs we get misuses the term millennials," says Bill Carter, founding partner with Burlington, Vt.–based Fuse, a marketing company that specializes in reaching gen Z and millennials. "It will say millennials in the heading but what they're actually talking about is teenagers." In fact, the very youngest of millennials are now turning 20.
Younger millennials (born...