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Issue 138 - The Millennial Mindset

Whisky Magazine Issue 138
September 2016


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The Millennial Mindset

Neil takes a look at the market approach taken by Scotch

Is Scotch trying too hard to be everyone's friend? I thinks it's time to be a little more direct. If you've ever worked in an office, you'll know that there's usually a pretty clear template regarding the social anthropology of nearly everyone who works there.

Amongst these, we have the ‘The Quiet Types', who lunch at their desks, munching on homemade sandwiches whilst catching up on Game of Thrones on their iPad wearing a pair of headphones. They know what they like and just go with the flow. Next up, we have ‘The Joker.' Feeling that comedy is their strong point, they seize every opportunity to crack a gag – usually at the expense of someone else in the office and largely to mask some deep-seated insecurity they harbour.

Then comes ‘The Opinionators.' Like ‘The Quiet Types', they know what they like, but aren't afraid to let their feelings out. You may not agree with them all, but you respect their honesty.

Finally, there's ‘The Do Gooders' – you know… homemade cakes, rounds of tea, a constantly open Just Giving page for their 15th local 5k fun run that year. Nothing is too much trouble for ‘The Do Gooders'. Their aim in life is to offend as few people as possible and in doing so, they live in hope that everyone will reciprocate their kindness with friendship. Problem is, most people simply smile sweetly at them, but really smirk at their efforts when their back is turned. Harsh, but true.

I recently watched an online promo video for a major ...

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