Understanding the YOLO Generation
Millennials are bold, inquisitive, ambitious and adept. If this demographic had the chequing accounts to match, they’d be a marketer’s dream. Unfortunately, they’re totally broke.
Youth unemployment rates are grim (14.1%), and many bright-eyed young graduates will stay jobless and deep in debt for a long time (the average Canadian university student takes 14 years to pay off their loan).
“There’s a sense that the world is not quite as welcoming a place to them,” says Karl Moore, an associate professor at ±«ÓăÖ±˛Ąâ€™s Desautels Faculty of Management and contributor to Forbes. That sense of alienation from the mainstream economy imposes critical consequences on their consumer habits.
Read full article: , April 22, 2013
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