In the second post of our micro-series on generational
segmentation, we cover the characteristics of Millennials.
Generation Y, also known as Millennials, are those who are
born between 1980 and 2000. This generation represents Digital Natives and are
considered more distracted than their older counterparts. They are
characterized by an ability to learn quickly, prefer flat organizations and
consider work-life balance very important. Some say they are highly
self-centered but also have a good level of social consciousness. The “Why” for
any activity is bound to connect with a Millennial far more than a “How” (which
they will learn quickly). Millennials live with their parents or rent homes
rather than owning one. They also delay marriage and kids longer than earlier
generations. Despite their love for freedom, Indian Millennials are still not
that successful in shaking off their parents’ expectations. They also do feel
connected to their culture and tradition. This generation has been raised to
believe that anything is possible, and is often thought to be unsure of what
Why is it important to know all this about Millennials? As a marketer, if your product is targeted towards this segment, then it’s important that you do your research about the segment’s values and beliefs. This is crucial in shaping marketing communication directed towards them.
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