Don't target Millennials after all

What?? Don’t target Millennials?? But they're young and hip and experiential and values-driven!

Oh, and broke.

Anyone looking at the numbers could've seen this: low wages + low job security + high debt + high rent + high health care = low wealth & low spending power.

And in another shocker: it turns out their values are, perhaps, because of their economics:

• experiences over things

• renting over buying

• gigging over stable jobs

• airbnbing over hotels

• a few things that last over many expensive things

• DTC bargains over established brands

Thank god Gen Z cares about brands with a purpose and being eco-friendly and.... oh wait.....

Why targeting Millennial consumers might not be such a hot idea after all