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“Generational stereotyping is a particular favorite when it comes to value judgment-based shorthand. The Greatest Generation are patriots. Boomers are set in their ways and looking forward to retirement. Gen Xers are rebel slackers. Millennials are lazy, entitled financial failures.” — Jessica Tarlov, Political Commentator
When it comes to stereotypes, it’s hard to get more negative than that. But that’s how the Millennial generation often has been typecast over the years, as privileged malcontents expecting far more from the world than they’re willing to give back.
The myths surrounding them are many. Yet in truth, Millennials constitute a complex generation that is full of surprises and far more diverse than any stereotype — positive or negative — could ever summarize.
In this two-part report, Mars United’s Strategic Planning team uses insights gathered from ad hoc focus groups and a wealth of other sources to present a deeper, more objective understanding of Millennials and the factors driving their behavior as consumers and shoppers.
The team also provides key implications for brands looking to engage with this critical cohort — and even bust a few myths along the way. So set your stereotypes aside and say hello to the Millennial Generation.
The Millennial Generation represents a broad, influential demographic.
Right now, Millennials are between 28 and 44 years old.
- They’re the largest generational cohort, accounting for roughly 22% of the U.S. population.
- They are more racially and ethnically diverse than previous generations.
- They were shaped by rapid technological changes.
- As they navigate their peak working and childbearing years, they are impacting a wide range of industries and cultural movements.
To gain a better understanding of this complex generation and identify best practices for brand engagement, we spoke with Millennials in a series of 75-minute focus groups covering 4 topics:
- Finances
- Health & Wellness
- Food & Beverage
- Shopping
The following report will use the insights gained from these focus groups and supporting data from a variety of sources to explore the unique attitudes and behaviors of Millennials across those first two topics. (A second report examining Food & Beverages and Shopping will be released in June.)
To download the complete report, fill out the form below.
