Yesterday I went over a draft of a chapter of a book I was ghostwriting for an entrepreneur under 30. There was a reference to Jay Gatsby from that classic novel by F. Scott Fitzgerald. He wanted it out. The target market for the book was Millennials. That reference wouldn't resonate with them. At the packed Madison Arts Theatre in Connecticut for the screening of the newest film version of the book, no one was under 40. When I talk to Millennials about literature they say they read some classics in college and some Shakespeare. But they haven't bothered with any of that since graduation.
The Humanities seem at their end. At least in some circles. Me? I will think twice before I insert any references in client assignments. A better fit will probably be pop culture, such as "Mad Men" and "Breaking Bad."