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Advertising and millennials

Young Consumers

ISSN: 1747-3616

Article publication date: 1 September 2004

Abstract

Identifies five features which distinguish the millennial generation (or Generation Y), focusing on young people aged 18 to 24: intimacy, loyalty, awareness, balance, and risk. Examines each of these: intimacy refers to the reliance of millennials on mobile phones and the internet to initiate as well as maintain friendships; loyalty is to friends rather than to mainstream corporate culture; awareness is of the manipulation that much traditional advertising involves; balance is of “unsocial” hours into a 24 hour culture; and risk reflects the fact that millennials are not free agents but are subject to change such as the dotcom bubble burst. Relates these features to advertising concerns such as brand loyalty, advertising to brand aware and cynical millennials, “cause‐branding” (ie linking brands with worthy causes), and globalism.

Keywords

Citation

Syrett, M. and Lamminman, J. (2004), "Advertising and millennials", Young Consumers, Vol. 5 No. 4, pp. 62-73. https://doi.org/10.1108/17473610410814355

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited