Millennials are the most diverse generation in history, yet there is a tendency to assume they are the same when it comes to their technology habits, political beliefs, shopping behavior, food preferences, media habits, and more. Last week, I learned of the first publicly accessible “LOHAS”-type segmentation equivalent for Millennials. It was created by the Kansas City-based integrated marketing agency, Barkley USA, which sponsors the ShareLikeBuy Millennial marketing conference, in partnership with Boston Consulting Group (BCG).
Will this schema be applicable to all marketing? Probably not, but it serves as a useful reminder that when discussing millennials, a box of crayons is more useful than a brand brush.