1) What are millennials, exactly?
The most important group of human beings in history, age 20 to 35, and thin. They're the new guys at your club who say the course is too short and your dress code is prehistoric, meaning pre-Windows 10. Every golf company in America loves millennials, who are so totally high-tech they can understand most driver ads.
2) Are they pretty much all alike?
No. There are two types: Entrepreneurial Millennials (EMs) are rich. They start and sell companies like Cub Scouts sell donuts. Broke Millennials (BMs) flock to work for them at "start-ups," which are basically Junior Achievement projects with serfs. In the time it took to read this, an EM joined your club, added an assessment and lengthened the fifth hole by 50 yards.
3) Why are millennials so important compared to, say,... me?
Companies want their brands to be youthful and vibrant, like millennials. You are a Boomer—old, and old hat. If advertisers were honest, they would tell you: "Your money's no good, old man. Your replacement has arrived." From now on, your survival in the world of commerce—much less golf—depends on your ability to relate to the common millennial.
4) How do I identify one?
The first place to look is your basement. The millennial is typically moody and communicates in clever, ironic bursts. I had one who disappeared after years in my home but left the television set on its video-game function. I have no idea how to get it back to Golf Channel. Millennials start companies like PicPKT, which tells you how many ball markers you have at any time in any of your pockets, and which hand to use to get them. Clever. But keep an eye on the remote.
by Bob Carney, Golf Digest | Read more:
Image: uncredited
