Generally, they are Americans born from the late 1970s to the mid-1990s, but industry experts say proliferating technologies for communicating and consuming culture make Millennials more connected but less homogeneous than previous generations.
A recent survey of 4,000 Millennials by the Boston Consulting Group and Service Management Group identified six distinct segments within the demographic, including:
The Hip-ennial — a more cautious, globally aware and
The Millennial Mom — a wealthier, family- and health-oriented, digitally savvy female consumer;
The Gadget Guru — a successful, free-spirited, usually single and male consumer;
The Clean and Green Millennial — a cause-driven, health-oriented, optimistic consumer likely to be a student;
The Old-School Millennial — a cautious consumer less likely to be wired and more likely to be Hispanic;
The Anti-Millennial — a locally minded and conservative consumer.
Based on a report by Mark Brandau