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There are six types of Millennials. That’s right. Six.

Friday, May 25, 2012
posted by Rita Handrich

Marketers are always trying to figure out how to distinctly describe various groups of us. This time it’s the often-studied Millennial Generation. Apparently there are six discrete types of Millennials (those aged 16 to 34) and they are not all what marketers seem to think.

Boston Consulting Group identifies the various groups of Millennials. And because they are marketing consultants, they have to give each market segment a goofy name that would embarrass any member of that segment: Hip-ennials (29%); Millennial Moms (22%); Anti-Millennials (16%); Gadget Gurus (13%); Clean and Green Millennials (10%); and the Old School Millennials (10%).

Their graphic succinctly describes these young people as separate and distinct segments within the Millennial generation.

While we understand the desire of marketers and others to categorize and thus target various groups in this huge generation, we don’t find this sort of break-down is useful for voir dire and jury selection. We’ve written a lot about generations in The Jury Expert  and we think it really makes more sense to look at attitudes, values and life experiences as they relate to your case narrative.
There are some cases for which we’ve seen young Millennial jurors emerge as respected members of a deliberating group and others in which their youth and lack of life experience leave them ill-equipped to process and/or contribute. Figuring out if your potential juror is ‘green’ may be useful and it may not. “Green” (or any other attribute) becomes more or less important based on the personality of the individual, their sense of personal power and authority, and whether there is a cohort on the jury that will allow them to feel safe if they are assertive.

So while marketers continue to parse and define subgroups of the Millennials, they are looking at different reasons for describing this group than makes sense for trial lawyers. We recommend you stay focused more on the values, beliefs and attitudes that resonate with your case and identify the jurors that won’t be good fits when it comes to hearing your story.

We’re all for debunking stereotypes (as the title of this report trumpets) but this approach simply looks like another way of sticking people in categories that aren’t useful in the courtroom.

Barton, C. Fromm, J. Egan, C. 2012 The Millennial Consumer: Debunking stereotypes. Boston Consulting Group.

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