Marketing to the Millennials - An Apercu

With the advent of e-commerce and the telecom revolution that has encapsulated world consumer markets in the 21st century, the purchasing power and consumption patterns have undergone a major shift. Although it would be unscientific to generalise the trends seen across markets, one fact cannot be ignored by businesses and marketers that, the demographic structure of the "most valuable" consumers across most categories has rapidly evolved primarily due to the mobile and internet-based revolution. This paper aims to focus on the "Millennial" category of consumers, sometimes termed as Generation 'Y1, defined as consumer between the age of 1 8 to 35 [in 2018]. Three characteristics define this set of consumers across world markets - they are technologically literate, family centric and ambitious. The paper aims at highlighting their relevance, characteristics and preferences. The aim is to bring to the notice of the marketers the essential attributes of this segment and the strategies that could be employed to target this set. The paper primarily used publicly available data, research findings and information relating to the "Millennials" from research publications, government surveys, research reports of various firms involved in business, marketing or consultancy. The paper aims at providing a muchneeded overview of this segment, which can be used as a basis of specific descriptive, causal or other exploratory research concerning consumer segments. It aims at adding to the current body of knowledge on consumer, segmentation and marketing.