Digital natives will dominate the workforce within the next 10 years, outnumbering their Baby Boomer and Gen X colleagues and controlling a projected $170 billion in purchasing power, according to a new report released by the research arm of the BMA.
The demographic shift will bring big change to marketing organizations and has become a focus for the FORUM, which released its first white paper on the topic this week. “Engaging Millennials” looks not just at the need for marketers to learn how to connect with a new crop of buyers, but also at the need for companies to engage a generation of talent that brings new values and expectations to the workplace.
Business marketers will need to adapt their practices to reach the influx of millennial buyers who are expected to control $170 billion within the next 10 years, according to new research from the Business Marketing Association.
“We need to develop a complete picture of the millennial as a customer,” says Michelle Smith, VP-research for the association. “Technology and social media networks have changed how millennials interact with us, how they seek and give information.
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