Author: Mintel Group Ltd.
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Marketing to Millennials: Incl Impact of COVID-19 - US - June 2020
Overview
 
What you need to know 
There are more than 80 million Americans between the ages of 26 and 43 living in the US. Even before the COVID-19 pandemic they were behind previous generations in terms of earning income and acquiring wealth, and as a result, got married and started families later in life. The current economic downturn threatens the progress Older Millennials have made since the Great Recession and pushes milestones like homeownership farther down the road for Younger Millennials. As a result, these consumers will look for value as they provide for their families and try to save for the future.

Key issues covered in this Report
●	The impact of COVID-19 on the Millennial generation
●	The impact of the current recession on Millennials
●	Details on Millennials’ education, employment and families
●	Millennial attitudes toward careers and parenting

Definition 
Millennial generation 
Mintel categorizes Americans born between 1977 and 1994 as Millennials. In 2020, Millennials are between the ages of 26 and 43. 

Younger Millennials were born between 1987 and 1994. In 2020, Younger Millennials are between the ages of 26 and 33.

Older Millennials were born between 1977 and 1986. In 2020, Older Millennials are between the ages of 34 and 43.

COVID context
This Report was written in June 2020. Consumer research was fielded in February 2020 and reflects consumer attitudes and behaviors prior to the COVID-19 outbreak in the US.

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© Mintel Group Ltd.