What if Millennials Are … Sort of Like Everyone Else?

Marketers have been scrutinizing Gen Y for years. Maybe there's not much to see after all

Brands are awfully excited about twentysomething consumers right now, and understandably so. Millennial consumers (Gen Yers, we called them, if you remember the 1990s) are now a quarter of the U.S. population and wield somewhere between $200 billion and $1.3 trillion in spending power. Sound familiar?