![]() ![]() However, when we examine assumptions about Millennials further, you will find that most of the commonly referred to characteristics that have been used to define millennials have been used to describe nearly every other previous generation.Ī New York cover article from 1979, at the height of the baby boomers generation, wrote of ‘The Me Decade’- Exports on America’s New Great Awakening. Business decisions and marketing campaigns have spent millions of dollars based on these myths and wrong assumptions of this target demographic. Many of us marketers have been caught up in the over-simplified characteristics that define millennials. It is particularly from this article that numerous sweeping assumption about millennials become the gospel truth. Perhaps the biggest trigger for a global conversation was the feature article of the May 2013 Time magazine by Joel Stein. Since the definition of the Millennial generational cohort by market researchers, those who fall into this age group have been described as entitled, lazy narcissists who still live with their parents. Is this an accurate description of African millennials? They are often thought of as mobile, connected, and tech-savvy, founders of tech startups that begin with the abbreviation, ‘M’ – for mobile, artists who don’t care much about their oppressive governments, but will tweet about it – #ZumaMustFall. African Millennials who were born from the early 1980s until around the turn of the new millennium are perceived as having changed the world’s understanding of Africa, bringing it from a ‘dark continent’ to ‘Africa rising’ through blogging and social media (#SomeoneTellCNN). ![]()
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