Millennials — young adults who are currently between ages 18 and 34 — wield $1.3 trillion in annual buying power. That’s certainly enough to make any marketer sit up and take notice. But despite common misconceptions of the group as a single, narcissistic entity, U.S. millennials are diverse. Nearly 43 percent are non-white and roughly 25 percent speak a language other than English at home.
With such a diverse group — and such preconceived notions about its personality and interests — it can be hard to know how to approach marketing to this generation. However, there are certain characteristics that are shared between nearly all millennials, and those that aren’t can be targeted through niche marketing…
