Introducing the Gen-Narrators

Millennials will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing.

This generation is poised to become the most relevant spending power of any generation in the UK. But do we really understand which Millennials are the most valuable for a brand? Good Rebels and The Economist Group teamed up to investigate this demographic.