With so much written about millennials, it’s difficult to see how reams of data about this generation could apply to an individual brand’s goals. Some basic guidelines can help. First, accept that not all Millennial trends will be applicable to every brand. Second, understand that millennials aren’t necessarily who you think they are. Our organization has published information about the six unique segments of this cohort. Our most recent research focuses on the fact that millennials have grown up, while the world erroneously views them as young and unattached. Many now have children.

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