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Social media and pop culture seem to have influence over the perception we have about any generation. However, millennials, or those 18 to 34 years old, seem like they are part of a misunderstood generation, accused of being narcissistic for taking one-too-many selfies and lazy for not having jobs.

In an effort to better understand millennials and find out their needs and wants, a recent article on AdWeek has organized this generation, some 80 million young adults, into 12 categories, which are briefed in this article. The data analysis of 4 million young adults by Exponential, a digital advertising network, was presented during Advertising Week in New York this year.

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