By Jennifer Faull

P&G’s chief brand officer Marc Pritchard has called out the industry’s obsession with the umbrella term ‘millennials’, saying the fixation is simply unhelpful.

Speaking at the Cannes Lions festivals today (24 June), Pritchard said it is one of the most overused and under defined terms he grapples with.

“We’ve been targeting the equivalent of millennials when they were boomers, or teens, or entry level buyers,” he said. “What’s interesting is that they are growing up with difference technology, and that’s why it’s created a degree of obsession.”

However, Pritchard said marketers risk overcomplicating brand activity and have become unnecessarily confused, “because the principles Read full story ›

Source: The Drum