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There are few professional relationships more complex and problematic than the one between the marketing world and the millennial audience.
Millennials’ influence, buying power and position at the forefront of innovation often make them a firmly sought-out demographic across industries. Despite that, the many elements that set them apart from preceding generations—social media, smartphones, a fervent brunch culture—tend to be the source for a certain Seinfeldian, “What is the deal with hashtags?” brand of mockery. The loudest criticism tends to come from those who understand the generation the least, writing millennials off as self-absorbed with little to contribute.
But
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