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<\/p>\nWe live in a world where technology is like a digital liquid that\u2019s flowed around every aspect of our lives. There\u2019s no doubt that technology can help to oil the craggy wheels of daily life, and while some find this enabling and liberating, others consider the intrusion to be more insidious. Working out where people stand on this issue is generally just a simple matter of checking their birth date. Many born before 1980 tends to view social and on line everything with suspicion, whereas those consumers born after that date, referred to as Generation Y, or Millennials, are far more comfortable with social media and sharing everything online. In a recent report from Pew research it was shown that the Millennials are much greater users of social media than their parents.<\/p>\n
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This is probably because Millennials are the first generation that have grown up entirely with the internet and mobile phones. \u00a0They are \u2018digital natives\u2019. It\u2019s difficult to know exactly what effects this has on general culture, but one surprising change is that Millennials tend to be far more optimistic that their parents were when they were young. While Generation X and before are more inclined to have a cynical and pessimistic attitude towards the future, a recent report by the Pew Research Centre,\u00a0Millennials in Adulthood,<\/a>\u00a0has found that, despite feeling detached from politics or religion and burdened by debt and recession, the Millennials are inexplicably much more optimistic. According to a recent Gallup poll, eighty percent of millennials, aged 18 to 29, feel positive about the future and say their standard of living is improving. \u00a0The reasons for this relentless optimism are unclear but researchers at Pew have pondered that it may be down to more nurturing parenting, or perhaps it\u2019s because millennials always feeling at the centre of their own social network.<\/p>\n Another characteristic of the millennial generation is that, contrary to predictions that technology would free us all from work, they are now working harder and are more driven to succeed than ever before. In his book \u2018Generational Teaching: Motivating the Minority<\/a>\u2019 Christopher Alan has also found that Millennials are \u2018more polite and considerate\u2019, \u2018attentive and respectful\u2019 and prefer to work in teams rather than in a hierarchy. Goldman Sachs also says that they are also more health conscious and savvy than earlier generations.\u00a0\u00a0 But, as ever, the picture is never that simple, because it seems that the Millennial generation is itself divided in two, as Pew Research has written<\/a><\/p>\n Just 40% of adults ages 18 to 34 consider themselves part of the \u201cMillennial generation,\u201d while another 33% \u2013 mostly older Millennials \u2013 consider themselves part of the next older cohort, Generation X.<\/em><\/p>\n This all has very great implications on marketing, and how companies should reach out to different generations. Connecting with customers is one of the greatest challenges marketers face, and capturing Millennials is now one of the key battlefields for competing companies. As Leah Swartz of Millennial Marketing says<\/p>\n