IRI debunks five millennials myths

This event report debunks several common myths about millennials, based on analysis from IRI, the research firm.

IRI debunks five millennials myths

Stephen WhitesideWarc

Millennials are often perceived as being completely different from any previous generation of shoppers.

But according to Donna Wydra, principal/consumer and shopper marketing at research firm IRI, many assumptions about this cohort – which is comprised of 18–37-year-olds – are inaccurate, and could thus undermine brands' attempts to reach an increasingly valuable target audience.

While speaking at the Advertising Research Foundation's (ARF) Shopper Insights Forum in Chicago, Wydra outlined five such misapprehensions. More specifically, she debunked suggestions that millennials:

  • "are the most self-absorbed generation";
  • "reject traditional life paths";
  • "tied to their mobile...

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