A bite-size guide to millennials

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

Baby boomers. Gen Z. Millennials.

Broad-brush classifications based on when you were born, but does this really mean that everyone from that period behaves the same? Wants the same things? Expects the same things? Thinks the same way?

We think not.

The considerations of audience targeting and engagement go much, much deeper and falling into the trap of lazy categorisations is inexcusable for agencies and clients alike.

That's why we at BWP have produced a three-part bite-size video series unpicking the issues in more detail. In this first part, we focus on those tricky millennials.

Stay tuned for the second episode of the series next week.

Kieron Weedon

Kieron Weedon is director of strategy at BWP Group.

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