Millennials are the most attractive target for marketers. That is why companies spend five times as much trying to reach them than on Baby Boomers, even though Boomers control 70% of all disposable income. Millennials, goes the argument, are critical for a brand success in the long run. Get them when they are young, and they’ll stay with you for a lifetime (an overly optimistic, wishful thinking about the ficklest generation ever).
Clients are being made to believe that the people who write the ads directed to Millennials must be Millennials as well. However, the downside of this approach is that the industry is too quick to devalue experience. By worshiping at the altar of youth, agencies undermine themselves and struggle to move forward.
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