How to engage Millennials: Re-imagining the consumer as a partner, not a target audience, to increase engagement

Jeff Fromm, Cherryh Butler and Chris Dickey

Journal of Brand Strategy, 2015, vol. 4, issue 1, 27-36

Abstract: The Millennial generation — those born between 1978 and 1996 — make up 80 million of the USA's consumers. Business owners and marketers hoping to engage and connect with these tech-savvy and well-informed young Americans must learn what they want and how to deliver it.

Keywords: Millennials; shareworthy; participatory; storyliving; content excellence; brand stand (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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