don’t just accept myths about millennials Marketing myths abound, and they are expensive. Intuition is arguably the most expensive capability when applied to marketing, because it leads to the creation of myths that ‘everybody knows’ or that ‘just make sense’. Millennials are an important market segment around which a number of myths have developed. Millennials […]

don’t just accept myths about millennials Marketing myths abound, and they are expensive. Intuition is arguably the most expensive capability when applied to marketing, because it leads to the creation of myths that ‘everybody knows’ or that ‘just make sense’. Millennials are an important market segment around which a number of myths have developed. Millennials are people aged 18 – 35. Myths about millennials that are not supported by research include the following: • Millennials are big spenders • Millennials don’t save • Millennials don’t spend • Millennials cannot purchase a home Contrary to these commonly held views, research presents a different picture. The perception by older people that younger people spend too much has existed for generations, and is no truer now than it was 100 years ago. Millennials spend their money differently to their parents. They are more focused on experiences than things, however, they are not necessarily…