Marketing the Millennial Myth

Based on the work of Howe and Strauss, the so-called millennial generational theory has attracted attention from college campuses to the mainstream media. Based on the book Millennials Rising, this theory has generated a lot of material for conference keynotes and concurrent sessions.

I had the opportunity to attend such a session at the November 2007 AMA Higher Education Symposium. But these presenters were far from drinking the millennial Kool-Aid.