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Millennial & Multicultural Marketing Expert

Courtney McKenzie Newell is an Award-winning Multicultural and Millennial Lifestyle Expert and President of Crowned Marketing & Communications.

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Insight Into Millenial & Multicultural Consumers


Chapter I : Getting to Know Your Future Customers

A consulting client of ours asked me an interesting question, that you might also be wondering. He said, what’s the difference between Generation Z and Millennials. Aren’t their buying behaviors the same? Don’t they want and like the same things? Do we really need a strategy for both demographics? This question is what prompted me to write this book, at this time. This book will prove to you that Generation Z and Millennials are unique in their behaviors, beliefs and buying habits.

America’s minorities are vastly becoming the new majority. Generation Z and Millennials more diverse than any other generations that proceed them. They are very connected thanks to social media, and they are more socially conscious. They care about inclusivity and social responsibility, they respect brands that stand for something and they admire transparency. This is why it’s so important now more than ever before to have clear messaging on your why. Knowing why you do what you do, who you serve and what impact you plan to make is vital messaging that GenZ and Millennials require. The younger generations are passionate and opinionated and are ready and willing to stand behind brands that are clear on their market position. While there are some similarities, there are also some major differences, we will explore throughly throughout this book.

Before we tap into your new customer base, let’s take a look at the four different generations so that you can understand your target market perfectly.


Four Generations

It seems that the battle of the generations is alive and well today. But there are many misconceptions about who belongs in each generation and what makes each generation different from the others. Let’s set the record straight.

Before we begin, it is important to note that each generation does not occur in a vacuum. At the edges of each generation, those members will share characteristics with the bordering generation. When we talk about generations, we are talking about generalities and not absolute facts about each member of that generation.

Contrary to popular opinion, not every elderly person is a Baby Boomer. Those born before 1945 are the Silent Generation. The Silent Generation is a small, rapidly aging group, so we will focus on the four main generations of Baby BoomersGeneration XGeneration Y (Millennials), and Generation Z.

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