US millennials are at the forefront of digital technological change but are also characterized by ethnic diversity, optimism in the face of economic challenges and a focus on living life to the full in the here and now. Despite their reputation as the ‘me’ generation, they crave connection with friends and family. Brands can engage with them via their passions, love of unique life experiences, and desires to do good and foster social equality. Millennials are the first digital-native generation, so their media consumption differs from older generations – more online, more mobile, more fragmented, more on-demand.
Definition
The Pew...