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Every 10-20 years a cohort of kids turns 18 and become part of the “it” generation for marketers: the most coveted, prized media target valued for its spending habits. They’re treated like special, mystical, but naively wise creatures and assigned a name – Gen X, Millennials, Boomer. They’re researched more deeply than Margaret Mead investigating native Samoan culture. Brands seek likes, follows, and adoption by them all in pursuit of street cred. And like hiring McKinsey, no one ever gets fired just for trying to reach the latest “it” generation. But here’s the thing: many of the insights I’ve read about millennials, the generation of consumers generally born between 1981 and 2000, descri