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Millennials Definition

Marketing Definitions

16 Dec 2019 • 1 min read •

Austin Shong

What are Millennials?

Millennials definition: millennials are a target audience of people born between 1977 and 2000.

Millennials make up 25% of the US population and influence up to one trillion dollars in buying power; they also strongly influence the purchasing decisions of older generations.

Millennials can be characterized as looking for:

  • Meaning
  • Purpose
  • Adventure
  • Entertainment

This is especially true when it comes to making brand and product decisions.

For example:

  • 80% want brands to entertain them with their marketing
  • 50% are willing to buy from brands that support a cause
  • 37% are willing to pay more to buy a product that supports a cause
  • They are 2.5 times more likely to become an early adopter

Millennials are also considered to be “Prosumers” – people who both create and consume content.

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