Effectively marketing to Millennials–consumers who fall in the 16 to 31 age range and are typically grouped with Gen Y–requires flexibility, adaptability and fluidity, said a new report released by trends and futures consulting firm The Futures Group.
"Unmasking Millennials: The Futures Company on a Misunderstood Generation," summarizes consumption habits and reveals that Millennials live in a constant state of flux, with technology playing an integral role in their ever-changing lives.
The firm found that common Millennial stereotypes–optimism, openness to the world, social consciousness and fluency in technology–do not always ring true. Researchers say the 16 to 31 bracket is indeed tech savvy, but about half are concerned for their economic futures and many are developing inward attitudes. The report also states Millennials are less motivated to make a difference in the world than their Gen X predecessors are, and they're more interested in happiness than materialism.
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Natasha Chilingerian
Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.
