Generational Differences in Consumers’ Tendencies to Engage With Brands

While there’s no consensus definition of a Millennial – in terms of age bracket – there’s plenty of agreement among marketers that these individuals comprise one of – if not the – most important demographic targets out there. In a new analysis, the Boston Consulting Group (BCG) argues that differences in how youth engage with brands will “transform” marketing. Millennials (18-34) in particular are far more likely than their older counterparts to identify with brands and act as advocates for them. (more…)