thing we tend to do in a presentation on Millennials is to deny that there is such a thing as a Millennial. We are, after all, talking about 38.1 per cent of the world’s population – and there’s little in common between Pakistan’s 99 million Millennials and the US’s 91 million. Confining ourselves to the US, it is quite difficult to talk of a homogeneous group when, for instance, income disparities between rich Millennials (most often the poster boys and girls for the tribe) and poor ones are so large. The early characterizers of Millennials seem to me to have had some kind of perverted, vested interest in stigmatizing them. Of course, horror fascinates – and the picture painted was horrific. I call it the great “narcissism calumny”: that this is a uniquely self-obsessed, me-loving, ruled-by-impulse generation. I just don’t believe it. The academic research on which it was based has been widely criticized. And when Ogilvy & Mather did its own research, we found the exact opposite. They actually tend towards altruism – much more caring and giving to those less fortunate than their elders were. Generation me? I simply don’t agree. Our research suggests Millennials are more altruistic than their parents. They certainly seem to care more for people than things. A built-in sense of entitlement is another alleged hallmark of Millennials, but it just