At 25-42, most Millennials have aged out of the stereotypical early 20’s lazy and entitled image that has defined them for so long. Millennials are financially minded and transitioning into adulthood with more than half now responsible for others as spouses and parents. The transition into adulthood is leaving the generation to feel the weight of their responsibilities creating a true need to cater to the label of ‘The Convenience Generation’. Millennials see brands as an extension of themselves, making them more attentive to ethical and environmental actions taken by brands. Marketers need to be clear about the exact segment of Millennial they are targeting given that this generation is transitioning through major lifestage mile markers (eg childbirth) and spending priorities will vary accordingly.

This Report explores where the generation is at currently in terms of lifestage, how the generation sees their current lifestage, their worries, how they most enjoy spending their time, the impact tech is having on interactions, their values and their relationship with brands.

Millennials: the generation born between 1977 and 1994. In 2019, Millennials are between the ages of 25 and 42.

When split into two groups, Millennials are defined as:

Younger Millennials: Millennials born between 1987 and 1994. In 2019, Younger Millennials are between the ages of 25 and 32.

Older Millennials: Millennials born between 1977 and 1986. In 2019, Older Millennials are between the ages of 33 and 42.