A new report by Britain’s Resolution Foundation provides further context for BoomAgers’ recent learning on Millennials i.e. that marketers’ obsession with their size is obscuring their understanding of their true potential as consumers, especially in the near term. The report indicates that Millennials in the U.K are on their way to becoming the first generation to post lower lifetime earnings than their parents. Earlier research indicated that British people aged 65-74 currently hold more wealth than the entire population under 45, despite being half the size of the lower aged group. If you’re targeting Millennials exclusively, it may be time to hit pause to ponder the need for a multi-generational strategy.
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