CHAIN STORE AGE · Obsessing About Millennial Shopping Habits Is Dangerous
Many retailers have become obsessed with defining shopping habits by generations, and are particularly fixated on millennials’ shopping habits.
This is not to say that different generations don’t shop and consume in different ways. They certainly do, and it’s essential to keep that in mind. But age is not the only factor that defines customers, just as it is not the only factor that defines people.
Read the full Op-ed here.