Millennials: One Size Does Not Fit All

Emerging Trend: There is a growing understanding that not all millennials behave the same way.

Implication: Your millennial data is not flat. You may need to distinguish between lifestyles, life stages and other demographics.


  1. Get your millennial definition straight: Is it just adults, or do you need to include teens as well?
  2. Look into the differences between younger and older millennials. Those in college and those who are starting families will have distinct media and spending patterns.
  3. Measure values as well as attitudes. Are your millennials more likely to vote for green initiatives? Do they donate frequently?

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