Millennials — people born in the early 1980s through the early 2000s — spend $1.3 trillion a year. They currently make up the vital demographic of 18- to 35-year-olds. But they’re a varying group of 18- to 35-year-olds, and marketing to Millennials is a different prospect.
This is not a monolithic group by any means. Millennials are more racially diverse, far more politically independent than any other demographic group, and more likely to be unaffiliated with a religion. These young people have grown up in a culture of individuality. They have been praised for their talents and rewarded for their successes. They don’t settle into the typical rites of passage that their predecessors did, such as getting married, buying a home and having children at socially appropriate times. They may not do any of these things, or they may do them at non-typical stages of life.Read More >