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Millennials and generation Y are names given to those born between the early 1980’s and the early 2000’s. Some feel that this is too diverse of a group to be classified as one. They are absolutely right. However, Millennials are the most studied generation to date, and years of sociological research has shown that the millennial generation is culturally different from their predecessors. For brands, to ignore that means to slowly but inevitably become irrelevant. So let’s go through the characteristics of gen Y and apply what we know to your marketing strategies.