BBC research finds that at least 84% of Millennials are no different to their mums and dads

I had to laugh when watching this video. The 'news', if there is anything substance in this research, is how small the differences are between Millennials and other generation.

Listen carefully and you will hear that 84% are no different to mum and dad. But then we learn that of the 16%, only one of the three sub-groups is significantly different. Let's say each group is the same size (for some reason the BBC doesn't declare the numbers) then it means that about 6% of Millennials that have unique characteristics.

Clearly this is a promotional video to sell BBC advertising services but it does contain a serious marketing message. Finding an affluent Millennial who has attitudes that are distinctive to other generations is a bit like finding a needle in a haystack.

My latest and last book about older consumers is available on Amazon. Dick Stroud