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Why are brands so bad at talking to young people?

From Pepsi to the BBC, companies have been mocked for their attempts to engage millennials. So why not try talking to them like they're normal people?

By Mollie Goodfellow  

"How do you do, fellow kids?": awkward marketing aimed at millennials too often reminds me of Steve Buscemi's Lenny Wosniak in 30 Rock.

They’re the problem child of each generation: the Young Ones. I’m sure when my parents were my age, their generation were considered a pain, much as us millennials are the target of choice now. They’re also a source of confusion for those trying to harness the age group as a demographic to sell or market to.

True, we may ingest information in different ways to…

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