Mark Ritson on what makes stupendous and stupid marketing

Millennials
Marketers are obsessed with millennials. Ask almost any brand what demographic they are targeting and they will say it is those aged between 18 and 33. In Ritson’s analysis of articles appearing in the trade marketing press, the ratio of articles about millennials versus other demographics was 42:1.
Yet is this really sensible? Ritson estimated that millennials account for less than 10% of the population and an even lower proportion of disposable income. And he questioned in re