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.
- Get your millennial definition straight: Is it just adults, or do you need to include teens as well?
- 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.
- Measure values as well as attitudes. Are your millennials more likely to vote for green initiatives? Do they donate frequently?