Engage, Not Sell: Embracing the Millennial Consumer

Millennials, the generation born between the early 1980s and the early 2000s, are driving a major paradigm shift in the business-consumer relationship. Currently numbering 2.4 billion people according to the Deloitte Millennial survey, millennials will make up 75% of the global population by 2025, hence their attention and considerable spending power are greatly sought after by marketers. However, the tried and tested traditional methods of attracting consumers do not work on this fiercely-competed-for segment. Marketers will need to rethink their approach and align their views with those of millennials if they want to connect with them.