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MTV-logoIf you market to Millennials, take heed. For some reason, Wed., June 18 was a big day for research about Millennials. A new report from MTV shows that the younger end of the Millennials spectrum (ages 13-17) are different from their older counterparts in key ways: beginning to map their careers at 13, absorbing the advice of pragmatic Gen X parents, and adjusting the rules of how and when to use technology – even unplugging and mono-tasking to de-stress. Best quote: “Today’s tweens and teens have known a very different youth. They’ve come of age during the Great Recession, seeing college graduates struggling with huge student loan debt and living through a cascade of social-media amplified tragedies – from Hurricane Sandy to the Sandy Hook School shooting. While this reality is having a profound impact on Young Millennials’ world view, they still exhibit the optimism of their older counterparts, and instead of giving up are prepping, planning and specializing to achieve the future they want for themselves.”

And then there are parents of Millennials. PwC published a study yesterday Generation X employees – their parents – and how they view and spend money. The PwC US’s 2013 Employee Financial Wellness Survey shows that 36 percent of Gen X employees think it’s likely they will need to dip into their retirement savings to pay for nonretirement expenses, a percentage significantly higher than for both Baby Boomers and Gen Y, the “Millennials.” Thirty percent of Gen X employees admit having already withdrawn money held in their retirement plans for expenses other than retirement.


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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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