DO THE RIGHT THING MILLENNIALS
Caucasian women with a median age of 30, a median income of $40,000 and an average of $20,000 in student debt. The majority are employed part-time, viewing their job as a way to “pay the bills” rather than as an occupation they enjoy. Many are students living at home with their parents, to whom they turn for personal and career advice.
A minority are married with children under 10 years of age. They are likely to be pro-Democratic but not likely to have voted in the last presidential election.
They have some college but have not graduated and are seriously considering continuing with or going back to school or getting career training. They spend more time thinking about friends and lifestyle than about work. They consider philanthropy and civic engagement to be very important and try to “give back” by volunteering time and sometimes purchasing items associated with a particular cause.
TECH GEEK MILLENNIALS
Multi-ethnic men with median age of 26, mostly single without children, a median income of $80,000, and an average of $30,000 in student debt. They live in urban or suburban areas, have bachelor’s degrees and may have graduate schooling.
They tend to be pro-Republican and are fairly likely to have voted in the last presidential election. Their jobs are important to them and they are “go-getters” who are eager for advancement, although they have a tendency to miscommunicate with co-workers because of a lack of awareness of verbal and non-verbal cues.
They also value their free-time and enjoy travel. They are strong users of social media, are very likely to post content online, and consider themselves extremely tech-savvy.
Multi-ethnic women with a median age of 34 who are married with children ranging in age from toddler to early teens. They live in urban and suburban areas, may be homemakers or professionals working full-time. They have a median household income of $100,000 and no student debt.
They are more likely to be pro-Republican but only somewhat likely to have voted in the last presidential election. Most have at least some college.
They are very close with their parents, speaking with them approximately 10 times a week and seeking their advice on personal matters. Working out is very important to them, as is their physical appearance. They like to travel with their family and do so often. Their marriage and their children are the focus of their lives.
MILLENNIALS IN NAME ONLY
Caucasian, Black, and Hispanic blue-collar workers who are employed full-time and live predominantly in urban areas. They are equally as likely to be male as female, have a median age of 35, have a median income of $75,000 and have no student debt.
They are likely to be married with children ranging in age from toddler to early teens. They are high school graduates who may have some college. They are more likely to be Democratic than Republican and extremely likely to have voted in the last presidential election.
They view their lives as easier than their parents’ lives, viewing themselves as more likely than their parents were at the same age to be able to save for the future, pay for college, and buy a home. Their job, their children, saving for the future, and other “old school” values are very important to them.
Black, Hispanic, or Asian males with a median age of 24, who live at home with their parents, usually in urban and rural areas of the US. They are predominantly students working part-time with a median income of $25,000 and $25,000 in student debt.
They are unmarried with no children and no immediate desire to get married or have children. They have no political party affiliation and are unlikely to have voted in the last presidential election.
They tend to be pessimistic about the prospects of their generation and of the planet Earth, believing that it is harder today to save for the future, pay for college, and buy a home than it was for their parents and that the health of the environment is in jeopardy. They are avid users of and contributors to social media. They work out regularly, feeling that their own health and the health of the world are very important.
DON'T CALL ME A MILLENNIAL
Hispanic, working full-time as professionals and business owners who live in rural, suburban, and urban areas of the West Coast. They are slightly more likely to be female than male, have a median age of 30, have at least some college, a median income of $70,000, and an average of $15,000 in student debt.
The vast majority are married with children ranging in age from toddler to early teens. Politically, they are equally as likely to be Democratic as Republican and are extremely likely to have voted in the last presidential election.
When making purchase decisions, they value convenience and price over brand loyalty. They like their jobs. Their business and family are their total focus.