Millennial Parents, Middle-Aged Men In Lycra (MAMILs) and Rurban Consumers. Heard of them? Paid any attention to them? You should, because they are the next wave of consumer demographics to watch out. In each episode, we explore a fast-growing consumer demographic and gain intimate insights to the trends surrounding this demographic. We find out how businesses are engaging them for a long-term brand relationship, through marketing strategies, product development processes, etc. Discover how brands are reaching out to these untapped markets; some of which have been under-serviced in Asia.