17 Feb Who are the millennials and what do they want?

Dubbed “nowners” (the decreased desire to own things or buy them through traditional channels) and “digital natives”, the millennial generation are a diverse and confusing, but vitally important, consumer group to understand.

This Euromonitor International report examines the behaviour and buying patterns of a demographic that, while linked by its adherence to the internet, is also divided by culture and individualism.

You can download a free extract of this report (registration required) to:

• Avoid falling into the “one size fits all” approach when targeting millennials
• Understand the role of the smartphone
• Identify trends in buying behaviour

Euromonitor International: Click here

Related reading:

Millennial Food Shoppers and Diners: Spontaneous. Flexible. Contradictory – Forbes

A Guide to Understanding Your Millennial – The New Yorker

Millennials: Understanding the Generation – SlideShare

Millennial Customer: 5 Key Traits These 80 Million Consumers Share – Forbes