Finding The Truth About Millennials
We’re often asked us provide insights on millennials. The slice of our population who range from the early 20s to late 30s are now the largest generation— with 80 million of them in the U.S. — and naturally they have become an attractive target audience for just about any type of business.
But ultimately, Millennials are just like every other generation, They do not have a single culture. They are a multitude of people who lead very different lives from one another and who each have very different preferences as well. The definition of a millennial begins and ends with when they were born. Just like the generations before them, the tendencies they may have are shaped from the world in which they were raised and those tendencies differ from their elders.
Too often marketers think they can think of this huge and diverse group as a single entity. With that comes lazy, often pejorative, and hyperbolic conventional wisdom on what Millennials are and care about. Millennials are often called lazy, presumptuous, narcissistic, and pampered. They’re said to be in constant need of approval and attention, and have a limited attention span.
At Campos, we have read about this generation at great length and have had the privilege of listening to them present their attitudes, beliefs, and aspirations as participants in focus groups and respondents to surveys.
The most important thing to note is that from a research perspective, this group is no different from any before them. They require study. To understand them means asking them questions, listening to the answers, and trying to place their perspectives into context.
While many share certain traits and behaviors, there are just as many interesting differences. Rather than talking about a group of 80 million people as if they’re uniform, we have spent time digging into compelling subsegments of the millennial audience.
It’s critical that brands gather information, conduct specific research, and find the real insights on what matters to members of this next generation in a specific context.