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Ebook: These are the millennials

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They are expected to account for 50% of the planet's consumerism by 2017. In the USA, the demographic of people aged from 18 to 30 constitutes the main force that drives the labour market, with 53.5 millions of working population. They have already surpassed both Generation X (52.7 millions) and the boomers (44.6 millions). This paper analyzes the generation's potential.


The youth between 18 and 30 years old, the so-called millennials, are under the spotlight all around the world. They are every brand's desire and pretty much every market-disruptive trend is targeted at them.

This paper analyzes their taste and desires: how they are changing the world of innovation and under which circumstances they are boosting the digital transformation of all kinds of brands across different industry sectors.