The marketing industry is essentially obsessed with one word: millennials. Brands, and many publishers, can’t stop talking about them. The problem, of course, is that it makes no sense to approach a group of some 80 million Americans as a single monolith.

Millennials, the demographic cohort to follow Generation X, by definition are 18- to 35-year-olds. But with a wide age span of nearly 17 years, millennials vary: They can be a single parent, a college student who is in debt or a company CEO who owns a fortune. Therefore, it’s becoming problematic for advertisers to recognize patterns, similarities and mass trends for this age group as a whole.

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