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Report

American Millennials: Deciphering the Enigma Generation

Do you know what Millennials expect?

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.

Download the study to discover:

  • An in-depth discussion of the Millennial profile—including values, traits, and preferences
  • Retail shopping habits of Millennial men and women compared to other generations
  • How grocery-shopping and eating-out behavior differ from generations past 
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