But it had become clear to the organisers that retailers needed to understand a lot more “than just the digitally savvy millennial generation”. More importantly though, could it be that millennials, the most scrutinised, criticised and debated generation of our time, were not that special any more? Like most of her friends, she has been shopping online for years – and they are not alone. Millennials might move jobs more than older people, but younger workers have been doing that for decades. But the sad truth about millennials is that they are not nearly as special as they have been told.

Source: The Irish Times March 19, 2018 09:00 UTC