Hasta La Creative!

The millennial generation is forcing change in the way we think about workplace culture, societal norms, political views and even the way we build brands. Countless studies have tried to determine how to define and reach millennials, with the consensus being they’re elusive and hard to understand.

But that fog of mystery starts to lift when you look at this group geographically, and more importantly, culturally. Turns out, professional millennials (ages 22-to-34) in the “new heartland” of the country — made up of the Southwest, Midwest and parts of the Southeast — differ significantly from their coastal counterparts, claiming their place as both the most powerful and most disconnected consumer buying segment.

Understanding the cultural nuances that exist between professional millennials in that region versus those on the coasts — and how these nuances affect their buying decisions — is one of the most critical marketing challenges currently facing brands.

Continue reading at AdAge.com