This originally appeared in MediaPost on April 17, 2019.
Every day, a new bell tolls for something millennials doomed into obsolescence. Industries and brands point fingers at the generation for “killing” things like cable, diamonds, golf, and casual dining.
“Millennial,” typically used to classify someone born between 1981 and 1996, has become a catchall phrase to describe lazy and selfish tendencies — and credit the decline of older ways of thinking to youthful folly. But the negative media discourse surrounding millennials is inherently flawed.
Blaming Millennials Benefits Nobody
Blaming whole swaths of consumers for changing trends can backfire. Millennials are the bulk of the workforce; they’re an economic power to be reckoned with. In fact, the World Data Lab predicts that this generation will soon have more spending power than any other group.