Why Targeting Millennial Consumers Might Not Be Such a Hot Idea After All

A growing body of evidence shows why Gen Y consumers aren't ideal: because many of them are broke

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As a generational expert with over 25 years in the field, Alexis Abramson has heard about all there is to hear from brands trying to appeal to various age groups. From baby boomers to Generations X, Y and Z—pick your group, and she’s researched them, written about them and (probably) lectured brands on how to attract them, too. In recent years, a good many of those brands have had their sights set on the generation born between 1981 and 1996: millennials, aged 23-38 today.

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