Owen Clifford: Millennial stereotypes fail to capture their economic reality 

Millennials have increased consideration of brands that they trust and which reflect their own values, and businesses need to be mindful of these signposts

Millennials now represent a significant proportion of the world's population and are now representative of the 'squeezed middle'.

Millennials are the largest adult cohort worldwide, making up 25% of the world’s population, according to the World Economic Forum. This generation (born between 1981 and 1996) represents a large portion of the “squeezed middle” and a significant share of consumer spending.

As the youngest millennials are about to turn 30, what do businesses need to do to attract a share of their spend?