Millennials make up about one-quarter of the U.S. population, and women comprise about half of the demo. Research from CafeMedia, a women-focused digital media shop, takes a deeper look at what the segment values most when it comes to work, money and experiences. And the results could help marketers better meet their needs. "Brands need to first recognize that not all millennials are the same, and there isn't a one-size-fits-all solution," said CafeMedia svp, strategy and insights Rachel Parkin. "Millennials are living life according to their own terms. Individuality is paramount, and they absolutely don't want to be told what to do. The best thing a brand can do is to speak to the diversity within the generation and empower millennials to make their own choices."
This story first appeared in the September 12, 2016 issue of Adweek magazine.
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