Why does it matter that I am a “millennial”? It’s rare to find me on my soapbox (ha) but one (let’s just say it: insignificant in the grand scheme of things) irritation I’ve nurtured lately is with brands pitching to “millennials.” Millennials will love this, they say. This has been designed and developed with MILLENNIALS in mind. Millennials are super socially conscious and ethical and love having a personalised experience. Do they?