Targeting millennials as an age group is misguided, according to Zenith. A deeper understanding of behaviour, mindset and income will deliver sharper results, according to a panel discussion featuring CEO Nickie Scriven, Think TV’s Kim Portrate, Facebook’s Carolyn Bollaci, and GHD’s Geraldine Van Der Merwe.

“Beyond understanding consumers by their age, marketers can create more meaningful and powerful brand interactions when they have a deep understanding of how consumers think and behave within different media environments, from social media to television,” said Scriven.

“It’s from these insights that brands will be able to add real value to audiences within those environments.”

Earlier this year, Zenith released a global report, Generation Z is Not the Next Big Thing, which advocates rethinking targeting to take a ‘perennial’ approach – a term coined by marketing guru Gina Pell. Embracing this, Zenith believes that marketers need to shift their focus from just age, to consumers’ mindset, behavioural change and disposable income.