Never let the facts get in the way of a good story. That jibe often gets thrown at media but could equally apply to PR, which loves nothing more than a survey.
Case in point. The PR team at Asian OTA Agoda commissioned a survey that, among other things, shows the Millennial generation essentially is looking for the same thing as everyone else when they travel: scenic locations, great food.
Agoda’s research revealed that “the top two preferred travel activities (for travellers) are seeking out nature or scenery (67 per cent for millennials vs. 72 per cent for non-millennials), and food and dining (67 per cent for millennials vs. 70 per cent for non-millennials)”.
But that’s not the angle they took. Instead Agoda has decided this is an indication that:
“With the term ‘millennial’ beginning to take on meaning beyond just one’s age, in 2018 there will be a shift towards millennial as a mindset.”
There’s absolutely nothing in the survey to suggest this will happen – in fact it could be argued the reverse is true, Millennials are really just like everyone else.
No big deal really, but I see a lot of PR-driven surveys in the course of my work – and have in fact devised a few myself for clients.
Most are equally shallow, but for some reason this one set me off, probably because I’m so tired of the manufactured Millennial angle (they are different, incredibly influential etc).
So I propose that we move on in 2018 and forgo the Millennial click-bait. Let’s leave the fake news to Donald Trump and start accepting things for what they really are.
Happy New Year.