Call ‘em what you will: Generation Next, Gen Y, Echo Boomers—we’ll just call them Millennials—the fact is, much has been written about this group of 16-34-year-olds (give or take a few years, depending on the source), a group that is very actively engaged in buying and influencing. About 88-million strong, the Millennial generation has been found to have greater spending power than the Baby Boomers and Generation X (see the Generations chart). This powerful demographic sweet spot is the first generation of digital natives—early adopters of technology who are reliant on mobile devices and social networks to manage both their personal lives and their buying decisions. That is why Millennials are a target audience that can’t be ignored by communicators. A study released in April 2012 by Boston Consulting Group, Service Management Group and Barkley features some revealing findings that PR pros should take to heart.
Give Back Component, Authenticity Keys To Reaching Powerful Millennials
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