1) “Millennial” represents a diverse body of individuals.
As obvious as it may seem, it’s worth underlining that the trends of a demographic do not equal hard and fast rules. And millennials are exceptionally diverse, even in comparison to other generations. For example, 45% of millennial adults identify as Hispanic or non-white, compared to 39% of Generation X, 27% of Baby Boomers, and only 17% of the Silent Generation.
To complicate matters further, many of the millennials who identify as non-white are second-generation immigrants with complex histories who are striving to balance two or more different cultural heritages. (23% are bilingual)
In addition to their cultural variability, Millennials range from 16 to 35. That range is indicative of different tastes in everything from music to politics. And though that doesn’t mean there’s no common ground, it’s important for advertisers and companies to identify sub-groups and target them.