Targeting “Millennials” means targeting no-one

"If I were to tell you that marketers were using astrological signs as a way to understand/target specific groups of people, you’d tell me that’s a ridiculous strategy." So begins a rant post by Adam Singer on Search Engine Watch. And I couldn't agree more.

In a world awash with data, I am amazed by the broad stereotypes about age accepted by decisionmakers without empirical support. There is no such thing as one audience of Millennials or Baby Boomers. When you hear your audience includes trying to reach the "younger" or the "older" generation, or a monolithic group of software engineers, it is time to request the research necessary to develop a clear picture of the multiple personas you are trying to reach.