BBC Advertising reveals the truth about ‘millennials’ and why brands need to rethink their approach to this much-coveted generation

·         Research reveals that the industry’s perception of millennials doesn’t match the reality – it’s the affluent subset -22million in India, which embody the traits that are often associated with this generation as a whole ·         Affluent millennials’ unique relationship with money and the environment is having a major impact on their relationship with brands and their expectations