A Google search on the term ‘Millennial’ today returned 1,900,000 hits (this blog was number 31!). With all the hype, I suppose it’s understandable that some marketers will view all the fuss as… well, hype! A poll of readers of the newsletter, SmartBrief, shows half of all marketers agree it’s all hype. That is surprising to me. While there is a bandwagon element to the recent outpouring of news on Millennials, I think there is fire under the bandwagon, hence all the smoke (how’s that for metaphoric?). Here, again, are a few reason why Millennials matter to marketers:

1. Size. There are as many Millennials as Boomers and remember what a difference they made.

2. Taste. While they do like our music, they have different preferences in just about everything else. They are the trendsetters, especially in matters of entertainment and technology.

3. Politics. Millennial Makeover authors, Haig and Weingrad, got it right. Young voters were the difference and will continue to be for decades.

4. Values. Millennials are motivated differently. They want to make a difference in everything from the workplace to the environment. They just might do it.

My recommendation? Accept the hype and focus on the substance.