Baby-Boomer Marketers Are Misreading Millennials’ Media Behavior
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Baby-boomer marketers should be salivating over the 105 million-strong millennial market. Born between 1982 and 2004, millennials make up the first generation that actually outsizes the influential-but-aging boomers. So why are so many senior marketers missing the opportunity — and their piece of $200 billion in spending power?
Why are they convinced the methods and media that have worked over the past 30 years of their careers will continue to produce results with tech-savvy millennials, even though they have vastly different media habits?
Among other things, baby-boomer marketers need to accept the fact that millennials have not inherited their parents’ love for the “touch” of paper. They do not naturally go gaga over double-page spreads of either editorial or advertising in magazines. They do not feel compelled to seek their fashion and beauty direction from the magazines that served as bibles for older generations.
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