There were 78 million Millennials in the US in 2013.
Less has been explored about Millennials as consumers. How do they interact with brands? Where do they eat and shop? How do they make buying decisions, and what factors influence their opinions and choices? Companies must be ready. Marketing to Millennials is a challenge worth taking on.
The Center for Customer Insight—together with BCG’s Marketing, Sales & Pricing practice, and the Barkley and Service Management Group—set out to debunk the stereotypes about this booming generation by developing an insight series on Millennials.
What was found was a generation engaged in consuming and influencing. This is a group that embraces business and government and believes that such institutions can cause global change. It is generally an optimistic generation—but it often brings with it unexpected attitudes and behaviors. Those companies that truly “get” the Millennials and engage with them appropriately have an opportunity to differentiate themselves in the marketplace and forge long-term relationships with their customers.
The Center for Customer Insight continues to explore who these Millennials are and their profound impact on marketing: