Millennials. A buzzword and gargantuan consideration in consumer segmentation that has businesses around the world on their toes and not without reason. According to Pew Research Center, ‘anyone born between 1981 and 1996 (ages 22 to 37 in 2018) will be considered a millennial, and anyone born from 1997 onward will be part of a new generation’, and according to according to a 2018 Forbes article ‘millennials are in the driver’s seat, as they are currently the largest market’.

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