The Millennial myth - why they should not be the sole focus of marketing strategy

摘要

The Millennial marketing idea goes something like this: people born between the early 1980s and mid 1990s are a new species of consumer whose preferences and moral values are shaking up the consumer market. Companies from across industries, includingfood and beverage, are told by marketers and brand consultants that the success of their product hinges on pandering to the wishes of 30-somethings.The Financial Times called Millennial "'the world's most powerful consumers", and dedicated a series of long-form features to "investigate how the millennial effect is upturning business and industry, from the US to China." The features explored their purchasing habits, their economic situation, and how they were changing modern industries, and featured quotes from major industry figures from Danone to Nestle.