In an election year, identity politics reign supreme. Voters latch onto the groups they identify with the most, and campaigns subtly manipulate their message to appease these groups. The endeavor to win over voters is similar to that of consumers. Marketers identify consumer segments and then target these segments based on their perceived interests, habits and worldviews. If you’re reading this, chances are you already know about market segmentation. You also know that Millennials are considered the prized demographic. For advertisers, there’s a temptation to pull everything through the keyhole of the Millennial worldview. This invites a rather elusive question: what is the worldview of Millennials?