In Brands, Insight, Marketing, Retail

It is crucial for mass brands to appeal to the millennial generation in oder to stay afloat. Not only are purchases from millennials confirmation that a brand is culturally relevant, but also necessary financially as they are the largest generation in history and predicted to be in control of $24 trillion of wealth by 2020. However, a new study has revealed that traditional mass brands are much less valuable to millennial consumers than to baby boomers.

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