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?

Of course it does. We’ve been reading studies about millennials for years now. And if you keep up with all the surveys, chances are you’re confused as hell. Millennials are “forging a distinctive path into adulthood” (Pew Research), but also “lazy and unprepared” (Bentley University.)

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