Stop using the term 'Millennials'

Stop it. Please.

It's tempting to close this off right there but, as I suppose is necessary, I will expand a little...

The irony of 'millennials' being so named by 'baby boomers' shouldn't be lost on anyone. However, with the clamour for translation when addressing the youth of today, it's worth mentioning again. I've been asked 3 times in the last month, on different consulting assignments, about the best way to talk to this audience. That in itself illustrates a problem - the approach is always the same; it's rooted in 'how do I sell to these people?' instead of 'who and what should I be listening to?'

That's the key really; listen to any audience, and you'll likely avoid the (all too familiar) temptation to slip into patronising marketer mode. How many people, of the appropriate age, have you even heard use this term? I can't remember a single iteration of it and, if memory serves, it's academic birth as a demographic reference is from someone born whilst Hitler's march on the world had just been halted. Which would help explain why, when you do hear it, it's usually across a board room table or client video call.

The failure to take young people seriously is a reflection on other demographics, not on them. Assuming that a generation's only contribution exists across social media platforms, in the gaps between selfies and Snapchat, isn't just condescending; it's fucking stupid.

There is talent opening doors for this generation though; Jack Parsons, CEO @ Yourfeed being a prime example. And, with growing support for initiatives like Yourfeed, I hope we are seeing a shift in the dynamic. Clearly there's a long way to go though, which can be accelerated when we all stop using 'that' word.

Today, ok?