Study of Millennials Alters Economic Assumptions

You’re more likely to find millennials shopping in the aisles at Wal-Mart or Lowe’s than at H&M or Sephora, according to a new study of the 25- to 34-year-old age group published by Barkley, a Kansas City-based advertising and marketing agency. A big factor influencing millennial buying habits is that many are under financial pressure. The agency dug into consumer records and attitude surveys covering about 10.8 million Americans in the older half of the millennial generation and found some things that ran counter to the oft-stated impressions of millennials as brand- and trend-conscious consumers. The agency sees its “Marketing to Millennials” report as a marketing guide for companies that don’t want their messages to miss the target consumer — who’s likely conscious about health, the environment, social causes, saving money and raising children with strong family values.

Read more in the Kansas City Star


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