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Millennials seek exclusive identity and indie business model: study

Unlike traditional business model, indie model focuses on sustainability, fair sourcing and work-life integration

Prof Schmitt noted that consumer group interviews found that millennials want experience, exploration and self-expression.


BUSINESSES targeting the millennial consumer market need to be aware of Generation Y's tech-savviness and their demands for authenticity and an exclusive identity, said Bernd Schmitt, pioneer executive director of the Nanyang Technological University's (NTU) Institute on Asian

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