Brands may need to rethink their approach to millennials, according to a new study released by the BBC. It found that the majority of millennials (84%) globally are not so dissimilar in their beliefs to older generations. Brands may need to rethink their approach to millennials, according to a new study released by the BBC. It found that the majority of millennials (84%) globally are not so dissimilar in their beliefs to older generations.The report distinguishes between “affluent” and “non-affluent” millennials. For the purposes of this study, affluent millennials were defined as the 25% wealthiest millennials in their home country. The study found that only the affluent millennial subset represent the characteristics widely applied to millennials as a whole.Titled “Reaching Affluent Millennials” and published by BBC Advertising, the report is based on a study carried out between August and September this year of over 3,000 interviews carried out in 31 countries, including SA.Sout...

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