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Settling into adulthood amid the Great Recession, today’s 20somethings are a practical-minded bunch, according to a J.D. Power and Associates study.
Examining the online discussions of 22-29-year-olds, the research firm found them particularly focused (relative to other age groups) on “value brands,” which are “competing with trendy brands for share of mind.”
This phenomenon is reflected in a ranking of retailers and quick-serve restaurants that get the most favorable online mentions from the 22-29s (dubbed “early careerists” by the report).
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