While there’s no consensus definition of a Millennial – in terms of age bracket – there’s plenty of agreement among marketers that these individuals comprise one of – if not the – most important demographic targets out there. In a new analysis, the Boston Consulting Group (BCG) argues that differences in how youth engage with brands will “transform” marketing. Millennials (18-34) in particular are far more likely than their older counterparts to identify with brands and act as advocates for them.
According to BCG’s survey results, roughly half of younger US Millennials (18-24) agree that brands say something about who they are, what their values are, and where they fit in. Interestingly, in this respect older Millennials (25-34) are closer to Gen Xers (35-49), Boomers (50-69) and Silents (70+) than they are to younger Millennials. Read the rest at MarketingCharts.