埃森哲-如何吸引和服务万亿美元的人口群体（英文）-8页.pdfVIP

This article originally appeared in the 2013, No. 2, issue of The journal of high-performance business Industry Report | Retail Who are the Millennial shoppers? And what do they really want? By Christopher Donnelly and Renato Scaff The digital prowess and market savvy of Millennials make them a difficult group for retailers to bracket—do they break all the rules, or are they more like other consumers? New research puts to rest a number of Millennial myths and provides insights marketers can use to engage and serve tomorrow’s trillion-dollar demographic. /outlook Millennials—born between 1980 and Although Millennials have earned 2000—are both the 20th century’s last a reputation for viewing the world generation and its first truly digital through a uniquely digital lens, one. This old century/new technology our results found some remarkable dichotomy gives pause to marketers similarities between them and their attempting to understand and connect predecessors: the Baby Boomers (born with this key demographic. from 1946 to 1964) and Generation X (1965 to 1979). But are Millennials really a unique new breed of plugged-in, networked •More than half (55 percent) of the savants? Or do these prized consum- survey respondents, in all three ers share critical similarities with demographics, s