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Is Marketing to Millennials Making Us Miss the Obvious?
My fellow Gen Xers and I are growing older with each passing day. And aging right along with us are two of the most talked about cohorts – millennials and Generation Z. If you work in marketing, you can’t go a day without hearing about them. After all, they currently make up over 40% of the U.S. population. And we all know their narrative. In addition to wielding lots of spending power, they’re unique and perplexing. They’re enigmas. They’re changing retail. Maybe these characteristics are true, or maybe they’re just half-truths. Either way, these groups are much more than that. Dare I say it, they’re people. Here’s a radical theory for you. Maybe generational differences don’t matter quite as much as we make them out to. As marketers, it would be foolish of us to ignore the unique characteristics of our consumer base. But some retailers focus so much on catering to certain generational cohorts that they ignore the common desires of all consumers, regardless of generation.
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