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Marketing to Generation General

Too often researchers, historians, journalists, and, yes, marketers make broad generalizations about entire groups of people. Don’t get me wrong; I get it. It’s more about organization and spotting trends that appeal to large swaths of buyers, rather than some blatant attempt to overlook the small—potentially useful—nuances about a generation.

My generation—more than 85 million millennials in the U.S.—is frequently the target of this oversimplification of traits, likes, dislikes, and predictions. Millennials, by most estimates, range from ages 18 to 34 years old, which is ironically that old advertising sweet spot. And I confidently will say that a teenage millennial has little in common with a 34-year-old cohort.

So with this reality in mind, I thought I’d highlight some of the more insightful articles my team has written to help marketers craft resounding messages that truly reverberate across segments of the millennial generation. Each piece can help a marketing team identify the segment that’s most meaningful for a particular company. And make sure to carry each of the lessons into 2016.

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