• by Jack Loechner , Staff Writer @mp_research, May 17, 2017

According to Norty Cohen, CEO of the Moosylvania agency, outlining the latest research on the often misunderstood millennial audience, saying there is not one simple definition so there is not one simple strategy to reach them, and connect.  The report, however, doesdefine millennials as a 20 year generation, born in 1980. The 37 Year Old Millennial is everything expected from a millennial, and in some cases more.

Moosylvania has been evaluating millennial consumers for five years, says the report, asking each year about values; how they view themselves, how they connect with brands, and what emotions their favorite brand evoked in the last 30 days.  Two groups were analyzed in the research, 13-33 years old, and 17-37. 

Most marketers have pre-conceived notions of younger Millennials, obsessed with themselves, quotes the report.  But what drives the older group?

The research, fielded in January, 2017, parsed the data by 17-27/28-37 to see what their habits and responses were by decade. In many instances, says the report, they are more connected, more involved, and more socially conscious than younger Millennials.  Each year, the annual study provided 36 attributes and asked 1,000 respondent panels how they would best describe themselves. 

Many of these attributes remain constant, but the study shows consistency for younger and older Millennials (most of the time)

Now, says the report, the study found a greater compulsion to use their phone, create content, check email, look for information; exactly what marketers need. And, focusing on consumers willingness to share content they like.

When presented the statement: I am willing to share/report brand content that I like, older millennials held their ground. And, in fact, with most of the data in the survey, older millennials are found defining themselves as brand champions.

Concluding, the report says loyal consumers come to life in many ways with this cohort. 

For additional information from Moosylvania, please visit here.