Only affluent millennials truly exhibit different characteristics from older generations and non-affluent millennials, according to BBC research that also identifies a sub-group among their number who respond strongly to brands.
Numbering around 29 million – out of a worldwide millennial population of 950 million – these “super-charged” affluent millennials are crucial to brands, the research suggested, because they are the opinion leaders of today and tomorrow.
They are very global in their outlook and have a deep emotional relationship with their favourite brands, according to Andrew Tenzer, Head of Insight at BBC Global News, which surveyed more than 3,000 affluent millennials across 31 markets.
Bron en volledig bericht: Warc