With a direct annual spending power exceeding $200 billion, it's no wonder brands are paying close attention to the Millennial generation. This age cohort accounts for more than a quarter of the U.S. population and is changing the way retail, restaurant, and grocery brands interact with consumers. In partnership with The Boston Consulting Group and Barkley, SMG conducted a comprehensive study of Millennials, culling results from more than 3.9 million insightful data points.
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