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Speculation swirls about what defines the millennial generation, chiefly, that the 18-34 year old set is lazy, entitled and self-centered. But, Andrew Au, the president of Intercept Group, a full-service youth marketing agency, would tell you that perception is way off. Using a handful of tools including focus groups, control groups and online surveys, Intercept Group has collected coveted information about this up and coming demographic.
Understanding millennials is a big deal because, according to the Pew Research Center, they have now outnumbered Gen Xers in the workforce. Bottom line: they're earning and have money to burn. Their financial independence is why companies are turning to Au for guidance. The millennial whisperer must be doing something right. In 2016, Forbes reported his company was valued at $10 million.
In this episode you'll find out what marketing agencies need to do to survive, what matters most to millennials and what's on their bucket list -- yes, their bucket list.
True or False? Millennials prize starting a family over making money. Take a listen to find out.
