Millennials -- Clued in or Clueless?

November 21, 2007

A marketing prof at the University of Notre Dame summarizes common misconceptions about the current youth cohort -- they read magazines but not newspapers, use iPods but not CD players, Facebook but not email, and are media-savvy. Not so, she argues, providing 10 things Millennials don't seem to know about marketing: among other things, they overestimate household incomes, fail to realize that Facebook is a commercial enterprise, don't know about truth in advertising legislation, don't realize that product placements are almost always paid, and are unaware of how much brands influence their behaviour.