Millennials With Kids Are Not as Coddled and Image Conscious as You Think

Brand names are less important

America’s closely watched millennials are now old enough to have kids of their own. Among those 25-34, there are 10.8 million households with children, according to a new report by Barkley, Millennials as New Parents. Millennials have a reputation as image-conscious and spoiled. But growing up at a time that saw America at war, 9/11 and economic uncertainty, this generation of new parents is actually less image-conscious and more pragmatic than you might think. In other words, bye, bye Apple; hello, Walmart.

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