• Arthur Asa Berger


This chapter describes Millennials and asks why they are of interest and whether there are important differences between different kinds of Millennials. It offers statistics about the amount of time Millennials spend with social media as compared to other generations. It offers a number of lists describing the different generations and concludes that Millennials are persons (in 2015) who are between eighteen and thirty-four years of age. Then it discusses the notion that marketers see Millennials as “trailblazers” who may be setting new courses for older generations to follow. It concludes with statistics about Millennials gathered from various sources.


Millennials Generations Marketing Trendsetters 


  1. Petit, Frederic Charles. 2016. Millennials: Wanderers or Trailblazers. MediaPost’s Engage Millennials, October 25.Google Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Arthur Asa Berger
    • 1
  1. 1.San Francisco State UniversitySan FranciscoUSA

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