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Thursday, April 26, 2012

Millennials: More settled than you might think

Although popular culture often imagines 18- to 29-year-olds as living the life of freewheeling, unattached singles, many in this age group have already settled down.  When advertisers think about how to approach adult Millennials, they need to remember that there is a more than one in three chance that those in their target audience are absorbed in the mundane details of supporting a family, running a household and raising children.
Data cited in Packaged Facts' May 2012 report, Millennials in the U.S., show that more than a third of 18- to 29-year-olds are either married or are living as part of a couple.  About the same percentage are or will soon be parents.
Still, there are many generational ties that bind Millennials, regardless of their stage of life.  These include a deep comfort with technology, heavy involvement in social media, a multitasking mentality and non-stop immersion with screens on cell phones, digital tablets and PCs.  The challenge for marketers is to leverage this common ground while showing an appreciation for the diverse lives Millennials lead in fact rather than fiction.

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