August 31, 2016

The Myth of the Millennial as Cultural Rebel

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If you have read anything about young people in recent years, you could be forgiven for believing that we are living through a cultural revolution, unprecedented in its destructiveness and self-regard. Millennials don’t just reject the music, art, or clothes of their parents; they also reject the older generation’s major sources of economic and spiritual well-being, like home ownership, cars, even sex. Except none of this is true, and we have two popular historians to blame for our profound misunderstanding.

You think you know but you have no idea.

Topics: Consumer Psychology, Culture, Millennials, Consumer Insights

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