Older generations often think of the younger generation as frivolous, fun-lovers who don’t know the meaning of hard work and sacrifice. Ask that younger generation how they see themselves and you’ll get a whole different answer.
The McCann Worldgroup has a new study called “Truth About Youth” and it’s essential reading for anyone marketing to millennials. 7000 young people from around the world were asked questions about what they value in life, how and why they connect with others and how they want to be viewed by others.
The concepts that popped up most often could all be categorized on the same page of the thesaurus: honesty, truth, authenticity, genuine. This crowd can spot a fake without ever looking up from their iPhone and that’s bad for brands who think they can reel them in with hype and hoopla.