Shifting Marketing From Focusing on the Masses to Millennials Instead

In young people’s eyes, advertising was already on life-support before the pandemic

baking overhead animated
Bake in plenty of "me" into the millennial marketing mix. Getty Images

Young people already saw advertising in a coma. For millennials, there shouldn’t be any “mass” in marketing, but plenty of “me”: my ideas, my values, my life. It’s time for marketers to step down from the pedestal and help young people live better lives.

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@thomaskolster Adweek opinion contributor Thomas Kolster is a self-proclaimed marketing activist, author, international keynote speaker.
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