• As they buy, Millennials are waving a big yellow flag to all of us. They tend to be under-indexed in many of the big brand franchises. The reason for this is revealing: putting affordability aside, this so-called narcissistic generation actually searches for something beyond mere gratification. They look for authenticity, and for brands that behave well. The same is true for Centennials, but even more so. 5 MYTHS ABOUT MILLENNIALS 1. They’re technophiliac. 2. They’re narcissistic. 3. They don’t read. 4. They don’t visit stores. 5. They don’t consume advertising. I’ll get into that in greater depth later. For now, it’s worth rubbing salt into what I hope is an open wound. Nothing exhibits more the danger of simplistic generalizations than the topic of Millennials. They are not what they are said to be. They are neither digital victims nor digital fanatics. As a result, they are both more complex – and more interesting.