The post-1980s generation we call ‘millennials’ is typically characterised as the world’s first truly global generation, with more overlapping values and shared experiences than any before them. But despite all the talk, are they really so different from other generations? As their spending power increases, how are brands responding to this group and what more could they be doing to engage this broad cohort?
Karen Schofield, Managing Director of Join the Dots, Singapore.
Presented at Asia Research Breakfast Seminar in Singapore on September 27, 2017.
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