“Millennial” is a meaningless concept

“We can all agree that Millennials are the worst,” proclaims Philip Bump from The Atlantic. As a “millennial” myself, there are little things I find more irritating than to be labeled as one. Indeed a poll already shows that “Most Millennials Resist the ‘Millennial’ Label” -oh the irony! Legions of marketing consultants/gurus/evangelists/futurists herald the coming-of-age of this group as a golden opportunity, a last chance, for corporate conglomerates to get in the action. “Hurry or you’ll miss this once-in-a-lifetime chance to earn millions!” is at least a more honest proclamation for what we know is already a scam.

The absurdity of stereotyping a group that is now “the largest living demographic in the United States,” is akin to saying that 50% of the people in the world are women. Yes, we know that. They’re all around, can’t you see? The endless parade of clickbait headlines such as “U.S. and European Millennials differ on their views of fate, future”, “Millennials care about the environment” and “More than half of Millennials have shared a ‘selfie’” paints a more ambiguous image of this population than a Jackson Pollock.

It’s time to stop the selling of ideas on the basis of a conceptual demographic turned up by a Harvard lawyer back when The Bangle’s Walk Like An Egyptian was not considered politically incorrect.

My advice to companies who rely too much on expensive, 3rd party marketing research firms is simple: look around. There’s no need to make a 54-long slide on information you can get by simply walking to your next door neighbor and asking.

There’s a saying that people are not persuaded by reason, but by emotion. There’s some truth to that. I do believe you need reasoned evidence to support your claims, but simply laying out statistics about people and weaving together a story more fragile than a dandelion is simply not a way to sell a product or service. What happens if the wind blows?

And don’t even get me started on the “Z generation”. Though kids are admittedly playing too many video games.

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