Behaviour versus demographics: Why the term ‘millennial’ is useless

Marketers need to move beyond demographic data and “lazy” terms such as ‘millennial’ when creating customer segmentations, new research claims. Two separate studies find that patterns of behaviour and attitudes are more appropriate tools for targeting consumers than broad generational segments.
These findings tally with the views of Marketing Week columnist Mark Ritson, who has argued that catch-all generational terms often lead marketers to ignore the nuanced differ