Target Audience

As part of our brief we were told the target audience for our shows were 18-35 millennials. 
Millennials are likely the most studied and talked about generation to date. The definition of a millennial is "a person reaching young adulthood in the early 21st century".

There are no precise dates for when the age of this group starts or ends; but it's typically the early 1980s as starting birth years and the mid-1990s to early 2000s as ending birth years.In most parts of the world, their upbringing was marked by an increase in a liberal approach to politics and economics. Millennials are the largest generation in Western history. As of 2012, it is estimated that there are approximately 80 million U.S. Millennials and 14.6 million Millennials in the UK

Characteristics of a millennial:

• They are the first generation in history that have grown up totally immersed in a world of digital technology, which has shaped their identities and created lasting political, social and cultural attitudes. Therefore Millennials adapt faster to computers and the internet because they have always had them.

• Millennials are on track to become the most educated generation in Western history.

• Millennial generation have a strong sense of community both on local and global scale. Compared to previous generation, Millennials focus on larger societal needs rather than individual needs.

• When it comes to health, social, economical and environmental issues, Millennials are the most conscious generation to date.

• Millennials value flexible working arrangements and freedom over the stable 9-to-5. They want to work from remote locations with non-traditional hours.

• Millennials want to be real. They want to stay true to who they are, their values and individuality. They want their employers to respect their individual differences and embrace the potential that these unique qualities can bring. Millennials are not interested in playing “the game” their parents once did. For many generations before, the cost of playing the game was too high: failed marriages, burnout, too little work-life balance, depression etc. In the age of social media, authenticity is characterised by a consistency and continuity between their online personas and their lives in the real world.

• According to The Economist, surveys of political attitudes among Millennials in the UK suggest increasingly liberal attitudes with regard to social and cultural issues, as well as higher overall support for classical liberal economic policies than preceding generations.

• They are compassionate. Another 2006 Harvard Institute of Politics survey found that 74% of 18-to-25-year-olds said that their number one reason for volunteering was to help other people, and 11% said it was to address a social or political problem.