Why Millennials may not be an ideal target market for advertisers

Targeting young adults with the latest consumer products on the market doesnt seem to be the great idea it once did, according to ad executives - because millennials are broke. This generation, born between 1981 and 1996, aged 23-38 today, is not only the largest single consumer group in the US, but they’re also well-educated, highly skilled and very tech-savvy. Hence, in a digitally-booming world, it would make sense that advertisers aimed right at them. Something, however, appears to be amiss. Millennials’ spending priorities have shifted to make ends meet in today’s economy. Their expenditure on housing, student loans and health care demand a majority of their paycheck, leaving hardly, if any, room for fun and personal spending.