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  1. It’s been great seeing so much research from so many respected sources commentating on the value millennials place in experiences. When we launched Desperados beer into the UK market over 7 years ago, we were acutely aware of this trend then, and an experience lead TTL strategy allowed the brand’s core 18-24yr old audience to ‘discover’ the brand on their own terms. The rest as they say…is history!

  2. brianm101 22 Feb 2015

    Interesting that the survey equates 18 years olds to 34 years olds – of course this is total and utter rubbish both biological, psychologically, socially and from our perspective marketing wise! Oh and in some jurisdictions there are legal differences as well!
    The one rule that applies is people don’t actually change (although they might think they do) – the controlling factors in society do. Whether its being a good communist (USSR in the 50’s), a hippy in the 60’s, a consumer in the 90’s or a so called Millennium generation. Its all about fitting in and that’s what marketing is about making your product the one that they need to fit into (and not just skinny jeans!)
    The so called Millennium generation is just as dumbly following trends courtesy of Facebook, twitter or other influencing media. At the end of the day they as a group will have basic requirements of all human beings of any generation.

  3. Alex Konrad 26 Feb 2015

    With today’s information overload, everyone wants something to talk about. A conversation isn’t sparked based on a product or brand’s basic utility, but the exciting moments and feelings that surround the product/brand. Possibly one of the best examples of an experience-focused company, targeted at today’s millennials, is Red Bull. The drink itself is hardly the focus of their advertising, promotion, relationships, and events- but the resulting experience sure is. Viral videos and photos are the winners in today’s visual advertising, and Red Bull capitalizes on both. Provide customers with an astounding experience surrounding the product, and those interested will join the community- and buy into the product.

  4. Matthew Connaughton 12 Nov 2015

    The term millennial is too wide a definition for me. Not that how it’s defined has been agreed on. The data needs segmenting more – probably by age, if the aim is to define life goals by age.

    Means very little otherwise.

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