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The "Unblinging" Of Millennials

The generation is affected by current conditions, but members will stay true to their characteristics.

This story appears in the February 2009 issue of Entrepreneur. Subscribe »

Seventy-five million strong, millennials have been through a lot in their nine to 27 years of life--all of it shaping their hip, innovative demographic. But recent environmental, economic and political happenings have triggered a shift in the buying habits of this group--an "unblinging."

While they are definitely changing, Ann Fishman, president of Generational-Targeted LLC, says millennials will always stay true to their generational characteristics. But recently, their characteristics have surfaced and evolved. "Know these characteristics," says Fishman, "so as they move to the next stage, you'll be there waiting for them."

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