Here Come the Post-Millennials
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Marketers have been focused for years on targeting millennials, now it’s time to start focusing on even younger consumers. Get ready for the ‘post-millennials.’
During the opening session of the Ad Age Digital Conference in San Francisco, top marketing executives from Nickelodeon and Target detailed the emerging, unique behavior of the youngest consumers. They presented a case study on the joint campaign around the revamp of the Teenage Mutant Ninja Turtles franchise.
Born around 2005, the ‘post-millennial’ is a digital native, constantly connected to a host of devices. Tablet ownership in households with children aged six to eleven is rising rapidly, with kids focused heavily on gaming and entertainment, said Pam Kaufman, CMO and president of consumer products at Nickelodeon. “This is an audience we better know very, very well,” she said.
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