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P&G brand boss hates the term ‘millennials’

P&G’s chief brand officer Marc Pritchard has called out the industry’s obsession with the umbrella term ‘millennials’, saying the fixation is simply unhelpful.

Speaking at the Cannes Lions festivals today (24 June), Pritchard said it is one of the most overused and under defined terms he grapples with.

“We’ve been targeting the equivalent of millennials when they were boomers, or teens, or entry level buyers,” he said. “What’s interesting is that they are growing up with difference technology, and that’s why it’s created a degree of obsession.”

However, Pritchard said marketers risk overcomplicating brand activity and have become unnecessarily confused, “because the principles of creativity have stayed the same.”

Joining him on the panel was Dana Anderson, chief marketing officer at Mondelez who said that the advertising industry’s “ability to stereotype any number of people is great”.

Dells VP of marketing, Allison Dew, agreed, adding that marketers risk stereotyping an age group if they are too focused on how the media defines them.

Elsewhere, the panel also discussed the importance of diversity in creative teams to avoiding “stereotyping”.

“It’s about making connections and the best way to do that is though diversity; be it gender, sexual orientation, or ethnicity. Diversity is where the magic happens,” said Pritchard.