The lost boys....How the 18-34 male is reinventing advertising...
"Strictly speaking, of course, this isn't a generation at all. The 18-to-34 demo actually straddles the tail end of Generation X and the leading edge of what demographers are calling the Millennials. "The younger group is a lot more positive," says Bogusky. "They're not so angst-ridden, not quite as ironic and cynical. They wanna have fun." There's also more of them - some 70 million, compared with 76 million baby boomers and the 41 million in Gen X. Millennials tend to be less suspicious than their predecessors, but they're still too smart for most marketers. "The hardest job is surprising them," Bogusky adds. "Usually they know what you're going to do before you do it." Read more.