Why you shouldn’t design products for ‘the Millennials’

While everyone is trying to tap into the Millennial market, Timothy Morey and Allison Schoop say products shouldn’t be designed with that whole generation in mind. A study completed by Morey and Schoop suggests that when companies design with a generation in mind, “the outcomes are either meaningless or potentially damaging.” Morey and Schoop write: “Millennials, like all generational cohorts, have as much that divides as unites.”

+ From our Millennials research: Within the Millennial generation, differences exist between Millennials of different ages, gender and race