Professor of Marketing, The Wharton School of the Univ. of Pennsylvania
Allow me to expand on Ralph’s key point: “not all Millennials are alike” — in fact they’re vastly different. All these efforts to stereotype and target Millennials are doing more harm than good for retailers. Any effort to paint all consumers in a large demographic group with the same brush is a terrible mistake.
A modest proposal: let’s stop stereotyping and focus instead on finding/leveraging *meaningful* differences across consumers … "