The conversation about Millennials is often “dictated by a set of clichés” that lead brands to believe they are merely lazy, narcissistic, and entitled. The Economist conducted a study to get to know the real story behind the generation, who they have started calling “Gen-Narrators.” Their research indicates that 18-35-year-olds are “active, interested” consumers who “curate, consume, and create.” (Adweek)
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