Trends Report

The Kids Are Overrated: Don't Worry About The Millennials

Why eBusiness Pros Risk Missing A Bigger Prize

June 1st, 2015
With contributors:
Carrie Johnson , Laura Naparstek

Summary

It is human nature to be fascinated by youth. History has the exploits of Ponce de Leon and his search for the fountain of youth dating back to the 16th century. Even today, retailers are obsessed with young consumers and their interests, proclivities, and spending habits. Misleading media and hype lead eBusiness executives to believe that these changes are somehow different from anything that's happened before, and that they must address these generational variances immediately or perish. That perception is misguided at best, false at worst. This report is a follow-on report to "The Future Of Shopping" and will dive deeper into why Millennial dollars are difficult to attract and why eBusinesses should consider other demographics over Millennials.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.