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Millennials & youth

Millennials (or Generation Y) were born between the early 1980s and late 1990s. They are the first digital-native generation so their media consumption differs from older generations – more online, more mobile, more fragmented, more on-demand. Millennials are also generally seen as favouring purpose-driven or ‘authentic’ brands – though some argue that it is hard to define such a broad age group in such sweeping terms.

Key Reading

Important papers from across the Warc database

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic. To ensure an optimal response, brands should try to communicate a more meaningful underlying purpose to their business, be authentic and leverage digital content and social media effectively.
Practical tips, examples and recommended reading on reaching young people aged between 0 and 19.
Viacom research showing how to understand better the lives and needs of millennials.
Five insights brands should use in mobile campaigns for teens, based on research from Orange.
Global research into the media consumption habits of teens, and advice for brands that want to engage.

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