Millennials are at a lifestage where they are in distinct subsegments – some becoming newly independent while others are comfortably settling into parenthood. Because millennials are at such different stages, each with their own unique set of needs, they must be marketed to accordingly. For example, younger millennials aspire to own a living space, while older millennials are more likely to have already accomplished this goal. Although millennials’ large age range means they are at different points in their lives, they do have the shared experience of living through, and being disproportionately impacted by, major economic events such as the 2008 recession and the drastic increase of inflation brought about by the covid-19 pandemic. Because these events happened at foundational moments for millennials, they have shaped their attitudes and priorities. the covid-19 pandemic in particular has caused millennials to be more likely than the overall population to say that concerns including saving money, learning new skills and selfcare have all become more important to them since the start of the pandemic.

Please refer to the attached file to read the whole article.