Why Millennials are most complex in today’s market

by Fidea Encarnacion, ABS-CBNnews.com

Posted at Jun 07 2014 01:14 PM | Updated as of Jun 07 2014 09:14 PM

Philippine Marketing Association President Yayu E. Javier speaks to the media during a briefing in Makati City. Photo by Jonathan Cellona for ABS-CBNnews.com

MANILA – Millennials, or those who were born between the years 1980 to 2000, are considered as the most complex consumers in today’s market, an expert said on Thursday.

In an interview, Philippine Marketing Association (PMA) president Maria Luz Javier said Millennials are more complicated nowadays because they are more exposed to current trends such as social media and shift to non-traditional media.

“Millennials are most complex kind in consuming information. The Millennials occupy also a lot of the market now [and] this is also the trend now... I think it is also more complicated because they are more exposed to a lot of things…they are more into online, into social media activities," she said.

She pointed out that since a large part of the market consists of the Millennials, there’s a need for marketers to catch and understand this market.

“They actually have a short attention span, so you'll [have to] be able to catch them…it's very important to really understand this market and to be really prepared for that," Javier added.

PMA will be having its first Asian Marketing Congress in the Philippines on July 17-18, 2014 at the Philippine International Convention Center (PICC).

Guest speakers will include different experts in the field of marketing from around the globe. Topics on the Philippine market landscape and the upcoming ASEAN integration shall be discussed during the two-day event.