Millennials Unmoored

Reaching adulthood is messy business for any generation, and no less so for Millennials. Coming of age during a time of economic upheaval and omnipresent digital awareness is complicated stuff, and its led to a raft of psychographic profiling that is finally beginning to put flesh on the (increasingly older) bones of this demographic bubble. Unmoored from traditional institutions and increasingly self-selecting in their networks, the fragmentation of traditional media serves as a thumbnail sketch of what’s going on inside their minds: if you want to reach them, go where they are and don’t expect them to come to you.