My annual note to STOP ASSUMING YOU NEED TO TARGET MILLENNIALS. 1) Compared with the over 50's they've got at the very most, 1/20th the wealth. 2) They don't really exist. Age based demographics are as dumb as astrology 3) If they do exist in any form, they are not setting trends. They are not locked in for life. 4) Stop assuming they are early adopters, have more influence or are easier to influence. …see more