Executive Briefings

Successfully Targeting Millennials Requires Taking Customized Approach

Millennials aren't real.

Sure, the demographic group exists as an amorphous bloc. But you are as likely to come upon an archetypal millennial as you are to run into Joe Sixpack or be invited to a barbecue at the median American household. It’s hard to believe this even needs to be said, yet here we are: Macroscale demographic trends rarely govern most individuals’ life and work decisions. For most practical purposes — hiring and managing, selling to, creating products for — your company may be better off recognizing more discrete and meaningful characteristics in workers and customers than simply the year of their birth.

If your management or marketing theories involve collapsing all millennials into a catchall anthropological category — as if you’re dealing with space aliens or some newly discovered aboriginal tribe that’s suddenly invaded modernity — you’re doing it wrong.

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Sure, the demographic group exists as an amorphous bloc. But you are as likely to come upon an archetypal millennial as you are to run into Joe Sixpack or be invited to a barbecue at the median American household. It’s hard to believe this even needs to be said, yet here we are: Macroscale demographic trends rarely govern most individuals’ life and work decisions. For most practical purposes — hiring and managing, selling to, creating products for — your company may be better off recognizing more discrete and meaningful characteristics in workers and customers than simply the year of their birth.

If your management or marketing theories involve collapsing all millennials into a catchall anthropological category — as if you’re dealing with space aliens or some newly discovered aboriginal tribe that’s suddenly invaded modernity — you’re doing it wrong.

Read Full Article