Stop blaming millennials and start investing in them

Choosing experiences over goods

Over the past several years, a stealthy killer has lived among us. You might live with one – you might even be one.

This killer is the millennial and their favoured prey - long established industries. Since 2016, various articles have blamed millennials for the death or slow demise of the golf industry, wine cork manufacturers, cinema chains, upmarket hotels, mid-market beer and wine, banks, gyms, diamonds, the oil and gas industry, home building and, of course, napkins. As ludicrous as it is to blame the falling fortunes of certain industries on changing consumer tastes, rather than a lack of sufficient dynamism from existing business, the millennial as bogeyman has gained significant traction as a c...