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Millennials: Valuable, or 'Lost'?
By: Dwayne W. Waite Jr.
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In our society there are two groups going back and forth about how important this Millennial generation truly is. As members of this generation, we would like to put ourselves in the "valuable" corner, but there are valid claims out there that show differently.

In AdLand, professionals continue to have "shiny object syndrome," where people drop everything for the latest and greatest thing, therefore calling the previous activities or tools dead or obsolete.

Radio. Television. Newspapers.

AdLand loves Millennials because they are the first generation to actually grow up with these tech tools. This generation is home to the first "digital natives." So every time mobile or social media usage goes up, and TV slightly decreases, our advertising colleagues are chomping at the bit to throw TV in its grave and give obeisance to digital media.

Long Live King Zuck!

But, is all the fanfare warranted? It's true that the Millennial generation is huge, but its size does not compare to its purchasing power. Plus, this generation started "adult life" incredibly late, later than almost any generation in the United States. This group is starting married life later (if at all), putting off having kids (if at all), and with college debt dragging behind many of them, many decided to either move back in with Mom and Dad or continue into graduate school to push the debt boulder down the road.

No wonder the term "The Lost Generation" was given. 

Yes, Millennials provide exciting aspects to AdLand, but if we want to concentrate on certain demographics, we should look more into women and baby boomers. We should even consider the LGBT community, if our brands or clients are interested in targeting certain populations. It's those communities with the proven purchasing power and wealth increase.

Millennials have potential, but we cannot call our generation the end-all, be-all, just yet. 


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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