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I caught up with Earnestine Benford the other day and we discussed her new ebook, Millennial Research – A Case For Segmentation, in an interview (links at bottom of page).  The book offers insights into millennials and demonstrates why this is a technologically savvy generation that is changing the rules related to how products and services are marketed. 

Earnestine cites a bevy of data related to millennials – some of which caught me by surprise.  For example, she writes that millennials are 2.5 times more likely to be early adopters of technology than previous generations.  And she points out that while all generations are engaging over smartphones, millennials are more likely to engage on smartphones than other generations. 

She also says millennials “love brands that stand for more than the bottom line.”

And in making a strong case for life stage segmentation, Earnestine points out that the millennial generation roughly encompasses those born over a 16-year period, from 1981 to 1997, and it is not some uniform block of consumers.  Almost humorously she writes that the youngest millennials are college age while the oldest are planning on how to send their children to college. 

Hope you find the interview of interest!  Thanks.

And you can download the book here: