Marketers want millennials to know they're millennials
Oct 30, 2019
When I posted about the lack of a standard definition of "millennials", Dean Eckles tweeted about the arbitrary division of age into generational categories. His view is further reinforced by the following chart, courtesy of PewResearch by way of MarketingCharts.com.
Pew asked people what generation they belong to. The amount of people who fail to place themselves in the right category is remarkable. One way to interpret this finding is that these are marketing categories created by the marketing profession. We learned in my other post that even people who use the term millennial do not have a consensus definition of it. Perhaps the 8 percent of "millennials" who identify as "boomers" are handing in a protest vote!
The chart is best read row by row - the use of stacked bar charts provides a clue. Forty percent of millennials identified as millennials, which leaves sixty percent identifying as some other generation (with about 5 percent indicating "other" responses).
While this chart is not pretty, and may confuse some readers, it actually shows a healthy degree of analytical thinking. Arranging for the row-first interpretation is a good start. The designer also realizes the importance of the diagonal entries - what proportion of each generation self-identify as a member of that generation. Dotted borders are deployed to draw eyes to the diagonal.
The design doesn't do full justice for the analytical intelligence. Despite the use of the bar chart form, readers may be tempted to read column by column due to the color scheme. The chart doesn't have an easy column-by-column interpretation.
It's not obvious which axis has the true category and which, the self-identified category. The designer adds a hint in the sub-title to counteract this problem.
Finally, the dotted borders are no match for the differential colors. So a key message of the chart is buried.
Here is a revised chart, using a grouped bar chart format:
In a Trifecta checkup (link), the original chart is a Type V chart. It addresses a popular, pertinent question, and it shows mature analytical thinking but the visual design does not do full justice to the data story.