Millennial Bug: Who the hell are they, and what do they want from us?
If you had a pound for every time someone wrote about Millennials, you’d be reading this on the deck of your yacht. With so many theories, studies and endless definitions of the term, you’d think we’d know by now exactly what constitutes a ‘Millennial’ – nominally those aged 20–34 years – and what they want from brands. Despite our best efforts, however, the word remains shrouded in mystery and contradiction, like a 21st-century Mona Lisa. So what, if anything, is the secret