David Blecken
Mar 13, 2018

Positive acceptance: a reinterpretation of Japanese 'millennials'

A new study splits young people into two distinct groups in an effort to show that 18- to 25-year-olds see the world quite differently to stereotypical millennials.

Tokyo's Harajuku district, 2017 (Niphon Subsri / Shutterstock.com)

The marketing industry has always tried to find ways to place large groups of people under a single umbrella. In theory, this makes them definable, understandable and sellable-to. In practice, it often results in labels that mean very little and generate unhelpful assumptions.

The term 'millennial', which technically applies to anyone born after 1980, has come to encapsulate everything that’s supposedly wrong with young people. Based on tropes emanating from the US, millennials everywhere...

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