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Millennials have been a trending topic for the past 10 years. The intensity of interest in them is growing as their purchasing power increases, soon to surpass that of the Baby Boomers. Nearly every company has identified a need to connect with the millennial generation. A handful have defined an actual strategy around targeting and engaging millennials.
This intensity comes from a reasonable place – a desire to tap into a segment of the American population
with both a high disposable income and a lifetime value to a brand that could span decades.
But here’s the problem: Targeting a loosely defined group of 80 million people doesn’t exactly classify as
a marketing strategy.