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

Fromm, Jeff; Butler, Cherryh; Dickey, Chris

Practice paper

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, 4 (1), 27-36 (2015)

https://doi.org/10.69554/ESBZ1675

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

The full article is available to subscribers to the journal.

Already a subscriber? Login or review other options.

Citation

Fromm, Jeff, Butler, Cherryh and Dickey, Chris (2015, March 1). How to engage Millennials: Re-imagining the consumer as a partner, not a target audience, to increase engagement. In the Journal of Brand Strategy, Volume 4, Issue 1. https://doi.org/10.69554/ESBZ1675.