The thing to know about everything written about “Millennials” is : 50% you can ascribe to the timeless generic notion of “being young”. Young people have always liked music more, been more liberal, thought they cared about fairness and causes, like going out, etc etc etc 50% you can explain as “the modern world”. In the modern world people use phones a lot, they are impatient, they shop online, they have more wealth than other generations, they share experiences with others. To smash these things together is a total waste of time. To put 2.5bn people on the planet in one group is rather pointless. Let’s focus on targeting groups by something more telling. Attitudes or interests or behavior or even rural vs urban is more useful …see more