As a Millennial, being the target of marketing campaigns can feel a lot like being one of the popular kids at school, with brands clamoring to "rub shoulders" with my peers and me. Although it's flattering to be a priority in the eyes of marketers, this comes with drawbacks: At times, these attempts to forge a connection come across as disingenuous -- as if the brands are forcing their way into my squad, so to say -- and ultimately hurt my perception of them. Take into consideration the fact that I'm a Millennial woman and the disconnect increases tenfold, with brands that overanalyze their approach or trivialize their content to catch my attention, thinking that simply incorporating Millennial pink will do the trick. Recently, however, I came across a shining light in the tunnel of Millennial-focused content: The Big Life: Embrace the Mess, Work Your Side Hustle, Find a Monumental Relationship, and Become the Badass Babe You Were Meant to Be by Ann Shoket (pictured above).
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