A growing blindspot in the marketplace is the continued association of Millennials with the youth lifestyle, but it’s time to the face the facts – the era of Millennial youth marketing is over.
As Millennials quickly age out (the oldest now being in their mid-30s) a new generation of youth – Centennials – is moving in and bringing a decidedly different dynamic to the market, one that will create new rules for the marketplace and have influence beyond their size and years.
Centennials (born from 1997 to the present day) represent approximately a third of the world’s population, according to global census figures. Unlike their predecessors, Centennials are growing up with a less idealistic and more pragmatic edge. They’re facing situations that Millennials didn’t have to deal with until early adulthood, and, as a result, they are growing up far more savvy, in graver times when choices are limited and success is harder to come by.