How many times has the ‘M-word’ come up lately in meetings? “We need to reach a new audience – the millennials.” “Why aren’t we getting traction with millennials?” “The millennials are the future. Find them.” These are phrases every marketer has probably heard from their leadership and/or uttered themselves. We get it. Millennials are important. And in some cases, they are the answer to solidifying the success of your brand. After all, they represent about $600B of spending power each year and are on track to surpass $1 trillion a year by 20201. There’s only one problem, all millennials aren’t created equal. There exists a wide gap between the ends of the millennial age spectrum (18 to 36). It doesn’t take a lot of mental gymnastics to realize that a father of two who has been married for 10 years and owns his own house might have different spending habits and media behavior than a teenager who is navigating things like Read More