Gartner Research

Ditch Labels in Marketing Messaging to Avoid Alienating Millennials

Published: 07 May 2019

ID: G00388751

Analyst(s): Iconoculture Research Team


Millennials feel boxed in and turned off by traditional labels that align them with specific identity markers, but they support the values behind such labels. Marketers must find new ways to connect with Millennials’ larger ideals without triggering their affiliation aversion.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Differentiating Values Help Explain Millennials’ Aversion to Affiliation, So Marketers Must Approach Labeling With Caution
    • Recommendation
  • Let Image-Conscious Millennials Decide Who They Are to Maintain a Wide Audience Base
    • Recommendation

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