Millennials and brands: It's complicated

Stereotypes about millennials abound, some more true than others. Brands that take the time to understand them can win much respect.

Stereotypes about millennials abound, some more true than others. Brands that take the time to understand them can win much respect.

Gucci showed some swag last week by announcing it will be dropping fur from its collection next year. In millennial-speak, the storied Italian luxury brand is being relevant AF and will risk FOMO as the luxury business wakes up to conscious consumerism. But what is even more important is that millennials account for more than half of Gucci’s consumer base, and this demographic is more inclined than any other age group to support and pay more for ethical...

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