Subject areaProcess and organisation
Also known asGeneration Y
Millennials (also called Generation Y) are the generation born roughly between 1981 and 1996, according to the classification of the Pew Research Center, a US research institute.
The boundaries vary from one source to another, and there is no common European convention. Their defining trait is the age at which they met the technology: they became adults alongside the web and social networks.
In marketing the label is a starting point for segmentation (dividing the market into homogeneous groups), and it is not enough on its own: within the same generation, income, country and sector separate people more than year of birth. In companies many millennials now hold management and purchasing roles, so a growing share of business decisions passes through them.
Source: Pew Research Center, Michael Dimock, Defining generations, 17 gennaio 2019 (fonte statunitense: manca una convenzione europea comune).
An example
A chemical company notices that purchasing decisions are increasingly taken by millennials, who compare offers online before speaking to a salesperson. It therefore moves data sheets and price lists to its website, and the salesperson steps in once the customer has already made a first assessment.
broader entriesthis entry and narrowertwo levels down← up · → down
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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