American Millennials: Deciphering the enigma generation. (REPORT)


A report from Barkley based on research conducted as part of a joint partnership with Service Management Group, The Boston Consulting Group, and Barkley.

Primary Authors - Jeff Fromm, Celeste Lindell, and Lainie Decker

Why study Millennials?

The sheer size and buying power of this generation means that they’re not just future consumers, they’re a vital part of the market right now — and they have been for some time. They’re not only your customers, they are also your employees, which makes it helpful to understand how they think and what will engage them at work.

As defined for this study, Millennials embody the generation born between 1977 and 1995. There are 80 million of them, which makes their generation larger than the Baby Boomers (born 1946 to 1964) and three times the size of Generation X (1965-1976). They make up roughly 25% of the U.S. population.

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Download The American Millennials Report.