Stop Marketing to “Millennials” or Any Other Generation

From time to time people ask my advice about marketing to Generation X or Millennials or any other group of people. When this happens, I always worry.

One research firm offered me $250 for an hour-long consultation on this exact topic. I said no, partly because I don’t like to trade time for money, but also on the principle of “What would I say?”

If forced to say something, I suppose I’d say that unless you’re selling diapers, it’s a bad idea to market to people based on what generation you think they belong to on account of their birth year.

Instead, maybe you should think first about making something that matters. Then, stop putting people in boxes based on how you expect them to behave and what you think they want.

You might be surprised at the results, and you might be a lot more successful.

Cartoon: Tom Fishburne

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