Much has been made about marketers’ attempts to reach millennials. This group, probably more so than others, is fragmented by all of the media options at their fingertips. They’re struggling right now with an economy that has made some of the traditional milestones, like buying a house, out of reach. And they have a different set of criteria to determine what’s valuable enough to spend money on.
Learning more about their lives and how they’re managing the obstacles they face is the first step to reaching them with a message that makes sense. Continuing with stereotypes — lazy, entitled, narcissistic, etc — will not.