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So often, 'Millennials' get lumped together, often to be then written off in some way, or complained about. Sometimes the complaints are valid (I once employed one who thought that flex time at work meant she could come in late and leave early). I just came across an excellent research report from Euromonitor, about Consumer Trends in 2018. Download it here. Breaking people into groups defined by their beliefs that influences their behaviour helps Marketers align their brands more easily with what might resonate with their target consumers. Following the Euromonitor groupings might also trigger some new ideas of how to reach targeted people. Give the report a read and let us know what you