Why Marketers Shouldn't Lump Them Together
There are roughly 80 million millennials in the United States, and each year they spend approximately $600 billion. Clearly, marketers have recognized this group and are scrambling to reach out to them, connect in a relevant way and convince them of brand relevancy. Some are missing a big opportunity for success, however, because they are operating under the false assumption that all millennials belong in the same gigantic group.
There is more than meets the untrained eye here, and properly targeting millennials is a multi-faceted, complicated effort.
If you're like me, you are inundated with articles, webinars and conferences aimed at pointing out how to reach the all-important millennial audience - people born 1981 and 1996, who are now between the ages of 21 and 35 years old.