Millennials, those under-30 consumers, are a fickle group that marketers are still trying to figure out. They want to be thought of as individuals, but they’re collaborative in nature and group-minded. They’re living at home and watching cartoons, but are aching for more responsibility at work. In short, they’re a paradox. But these seemingly opposing characteristics hold the clues to winning them over.
Millennials have a close relationship with their parents, who have trusted them since a young age to help....