MARKETERS' MILLENNIAL DILEMMA.

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    • Subject Terms:
      SHARKEY, Tina
    • Abstract:
      The article focuses on the seeming apathy of millennials regarding brands as of August 2017. Topics discussed include the impact of the 2008 recession on branding for the millennial market, growth of private-label brands in 2016, comments from Tina Sharkey, co-founder of the startup Brandless on redefining what it meant to be a brand, and the Cadent Consulting Group study showing 51 percent of millennials have no real preference between private-label and national brands.