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Ahh, Millennials. That magical unicorn of a shopper targeted by virtually everyone, yet so elusive to marketing messages and dollars. Hey, there’s good reason for their emergence as the darlings of the marketing world—Millennials far outnumber other generations like Boomers in both population & labor numbers. But as the most diverse generation in ethnicity, income, age range, marital & family status, cultural & economic relevance, and spending potential—ever—reaching Millennials involves much more than estimated discretionary income & spending power. The first question marketers need to address is which Millennial are they targeting to know what makes them tick. This pictorial study will guide you through key behavioral aspects, buying and media preferences of a generation that demands the attention of serious marketers everywhere.