Brands & millennials: Relationship holds the key

To decode millennials, brands must look at relationships that are often paradoxical in nature

Time magazine famously called them the “Me Me Me Generation”. They are characterised by their innate tendency to express themselves, no matter what the consequences. They believe in individual choices, reject conventional labels, and yet, they deeply seek to belong in groups and herds. These are the millennials, already part of India’s workforce or those who are poised to make their debut. While a lot has been written about the cohort, it is important to note that Gen Y is continuously evolving, creating new contradictions in the relationships they forge with different stakeholder groups. This chasm presents an intriguing study