Marketing to Millennials By Jeff Fromm and Christie Garton

More than 80 million millennials were born between 1977 and 1995.  Since this group accounts for a quarter of the population in the United States, it is a rapidly growing consumer group that savvy marketers cannot afford to ignore.  Millennials have a direct buying power of approximately $200 billion which does not represent the full picture of their influence.  Their indirect buying power, which is when they influence people around them to make purchases is more than twice the $200 billion figure.  As a result, Millennials have access to more wealth than any other generation.  Marketing to Millennials is about selling to this next generation and the need to engage with them in order to acquire and keep them as customers.

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