What’s the difference between a millennial and its mother?

This article from Adweek argues that the elusive digital natives, so chased by today's brands, are not so different from everyone else after all. More than this, it suggests that marketers' belief that they must completely re-stock their armouries in order to catch an entirely new species of human being leads them into a trap of fad-driven, unauthentic efforts that, ultimately, are less-effective than the traditional, tried and tested method of finding or defining a cultural truth and basing their work from that.

"Life changes, culture endures", the piece concludes. I—as an 18-35 year-old who does one day want to own a home, settle down, 'whatever'—agree.

Read the arguments here