Brands' studies of millennials reveal hidden habits

11/12/2012 | Advertising Age (tiered subscription model)

Campbell marketers are studying millennial-generation consumers close up, by hanging out with them in "hipster hubs" such as New York, Boston and London. Campbell says that members of the generation "go through life sampling." Frito-Lay, which conducted its own studies, says millennials look for the extraordinary. At stake is the $65 billion the 18-to-34 year old group is expected to spend on consumer-packaged good in the next 10 years.

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