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Marketing to Millennials - US - February 2015

In 2015, Millennials are between the ages of 21 and 38 –  account for about one quarter of the US population. An extremely diverse group, they are fraught with contradictions: they have been stereotyped as both altruistic and narcissistic; they describe themselves as family-oriented yet are putting off marriage and having children; they want companies to target them personally yet they often ignore advertising and scoff at attempts to understand or define them.
 
Marketing to Millennials requires a keen understanding of how they see themselves, who and what influences them, and their attitudes toward shopping, advertising, and brands. This report examines Millennials’ living situations, living expenses, self-perceptions, favorite brands, attitudes toward shopping and advertising, goals and aspirations, and more. It also explores how brands target Millennials, both in terms of product innovation and marketing strategies, and how Millennials interact with brands.

The idea of marketing to Millennials as a generation is flawed. The Millennial generation spans 18 years and its members are diverse in every conceivable way – from ethnicity, to upbringing, to political views, to how they define success.

The Millennial generation can be segmented into several distinct target groups. Even within a group, they may be further broken down into different – sometimes at odds – sub-groups. For example, Millennial moms can be additionally divided into stay-at-home and working moms – two groups with very different identities.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Consumer qualitative research
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Snapshot of Millennials
                          • Figure 1: US population, by generation share, 2015
                        • Marketing to the Millennial mindset
                          • The Millennial consumer
                            • Millennials may be priced out but not left out
                              • Figure 2: Responsibility for living expenses, December 2014
                            • Millennials see themselves as responsible, hardworking, family-oriented, independent
                              • Figure 3: Correspondence analysis – How Millennials see themselves, other Millennials, and how they think older generations see them, December 2014
                            • Millennials more focused on personal rather than professional goals
                              • Figure 4: Personal and career goals, December 2014
                            • Affordability is important, but Millennials are willing to pay for quality
                              • Figure 5: Appealing brand qualities, December 2014
                            • Millennials like to think they’re immune to advertising – but appreciate humor
                              • Figure 6: Attitudes toward advertising – Any agree, December 2014
                            • Millennials may need to be nudged to write reviews
                              • Figure 7: Interactions with companies and brands - Reviews, December 2014
                              • Figure 8: Interactions with companies and brands – Social media, December 2014
                            • What we think
                            • Issues and Insights

                                • Realty check: Millennials’ self-perceptions differ from stereotypes
                                  • The issues
                                    • The implications
                                      • Failure to launch? Millennials put off many of the hallmarks of adulthood
                                        • The issues
                                          • The implications
                                            • The golden child: Marketing only to Millennials may alienate others
                                              • The issues
                                                • The implications
                                                • Trend Application

                                                    • Trend: Giving Back
                                                      • Trend: Life Hacking
                                                          • Figure 9: The Atlantic, If Our Bodies Could Talk, “Single-tasking Is the New Multitasking,” 2014
                                                        • Trend: Entrepreneurial Spirit
                                                        • Millennials by the Numbers

                                                          • Key points
                                                            • Millennials account for one quarter of the US population
                                                              • Figure 10: US population, by generation share, 2015
                                                            • Millennial population is growing
                                                              • Figure 11: US population, by generation, 2010-20
                                                          • Demographic Characteristics of Millennials

                                                            • Key points
                                                              • Race/Hispanic origin
                                                                • Figure 12: Share of US population by generation, by race/Hispanic origin, 2015
                                                              • Living with parents
                                                                • Figure 13: Millennials living at home with parents, by age, gender, education, employment status, 2012
                                                              • Marital status
                                                                • Figure 14: Marital status, by age/generation, 2013
                                                              • Among Millennials, women are more likely than men to be married
                                                                • Figure 15: Marital status of Millennials, by gender, 2013
                                                              • Four in 10 households headed by Millennials contain children younger than 18
                                                                • Figure 16: Households with own children, by generation of householder, 2013
                                                              • Median household income
                                                                • Figure 17: Median household income, by age/generation of householder, 2013
                                                              • Unemployment
                                                                • Figure 18: Employment status of civilian labor force by age (not seasonally adjusted), December 2014
                                                              • Educational attainment
                                                                • Figure 19: Educational attainment, by age/generation among those aged 25+, 2014
                                                            • Innovations and Innovators

                                                                • Love thy-selfie
                                                                  • Ricoh launches Selfie Camera
                                                                    • Figure 20: “Say hello to the Ricoh Theta,” online video, 2014
                                                                  • 3D Systems launches 3DMe on Cubify
                                                                    • Figure 21: “Get into character,” online video, 2014
                                                                  • Selfie-sticks become more prevalent
                                                                    • The hotel industry preps for the age of the Millennial traveller
                                                                      • Marriott opens AC Hotel Bourbon in New Orleans
                                                                        • Figure 22: “Creating the healthy vending machine,” online video, 2014
                                                                      • Hilton announced Canopy
                                                                        • Virgin opens first hotel in Chicago
                                                                            • Figure 23: “Virgin Hotels/Brilliant,” online video, 2014
                                                                            • Figure 24: “Shake things up with Virgin Hotels Chicago,” online video, 2014
                                                                          • Customization
                                                                            • Adidas launches one-of-a-kind sneakers
                                                                              • Figure 25: “Design tips,” online video, 2014
                                                                            • Uber, Spotify partner on music service
                                                                              • Figure 26: “Spotify your ride,” online video, 2014
                                                                            • Tech innovations
                                                                              • Ringly uses wearable tech to make a fashion statement
                                                                                • Figure 27: Ringly promotional video, 2014
                                                                              • Polaroid launches Zip
                                                                              • Marketing Strategies

                                                                                  • Marketing and the Millennial mindset
                                                                                      • Figure 28: FIRST KISS, 2014
                                                                                    • Campaign case studies
                                                                                      • Get Covered Illinois uses sarcasm to gain Millennials’ attention
                                                                                        • Figure 29: Get Covered Illinois, “Luck Health Plan: You'll be okay. Probably,” November 2014
                                                                                        • Figure 30: Get Covered Illinois, “Luck Health Plan: Meet Joel,” online video, December 2014
                                                                                        • Figure 31: The Onion and Get Covered Illinois, “Get Covered Illinois - Health Hacks (Ep. 2),” online video, January 2015
                                                                                      • Coca Cola campaign encourages Millennials to ‘Share a Coke’
                                                                                        • Figure 32: Coca-Cola, “Share a Coke This Summer (Official :30),” June 2014
                                                                                      • Taco Bell hosts second annual ‘Friendsgiving’
                                                                                        • Figure 33: Taco Bell, “How to Throw Friendsgiving Dinner | 2014 Taco Bell®,” online video, November 2014
                                                                                        • Figure 34: POPSUGAR, “Fancy Friendsgiving Menu Includes Taco Bell In Every Dish | Eating Out,” online video, November 2014
                                                                                        • Figure 35: Food Beast, “How to Throw the Best Friendsgiving Ever,” online video, November 2014
                                                                                      • Lena Dunham gets political for ‘Not That Kind of Girl’ tour
                                                                                          • Figure 36: Lena Dunham, “ASK LENA #2: Plus size,” online video, September 2014
                                                                                      • Living Situation and Expenses

                                                                                        • Key points
                                                                                          • Is the ‘boomerang effect’ overstated? – Majority of Millennials do not live at home
                                                                                              • Figure 37: Living situation, December 2014
                                                                                              • Figure 38: Responsibility for living expenses, December 2014
                                                                                            • Younger Millennials predictably more likely to rely on parents’ support
                                                                                                • Figure 39: Living situation, by younger and older Millennials, December 2014
                                                                                                • Figure 40: Responsibility for living expenses, by younger and older Millennials, December 2014
                                                                                            • Millennial Perceptions

                                                                                              • Key points
                                                                                                • Millennial self-perceptions suggest stereotypes may not hold water
                                                                                                  • Millennials see themselves as responsible, hardworking, family-oriented, independent
                                                                                                      • Figure 41: How Millennials see themselves, December 2014
                                                                                                    • Young Millennials’ self-perceptions fall more in line with Millennial stereotypes
                                                                                                      • Figure 42: How Millennials see themselves, by younger and older Millennials, December 2014
                                                                                                    • Parenthood changes Millennials’ self-perceptions
                                                                                                        • Figure 43: How Millennials see themselves, by parental status, December 2014
                                                                                                      • Millennials less complimentary of their generation as a whole
                                                                                                          • Figure 44: How Millennials see themselves versus how Millennials see other Millennials, December 2014
                                                                                                        • Millennials feel like the generational black sheep
                                                                                                          • Figure 45: “We Suck and We're Sorry,” parody video, 2013
                                                                                                          • Figure 46: How Millennials see themselves versus how older generations see Millennials (according to Millennials), December 2014
                                                                                                        • Correspondence analysis
                                                                                                          • Methodology
                                                                                                            • Millennials may be showing their “uniqueness” – see themselves differently from other Millennials
                                                                                                              • Figure 47: Correspondence Analysis, December 2014
                                                                                                              • Figure 48: Millennial perceptions, December 2014
                                                                                                          • Appealing Brand Qualities

                                                                                                            • Key points
                                                                                                              • Affordability is important, but Millennials are willing to pay for quality
                                                                                                                • Figure 49: Appealing brand qualities, December 2014
                                                                                                                • Figure 50: “Woo Woo?” advertisement, 2014
                                                                                                                • Figure 51: Social media use, by generation, August 2013-September 2014
                                                                                                                • Figure 52: Attitudes toward social media as a purchase influencer – Any agree, by generation, August 2013-September 2014
                                                                                                              • Not all Young Millennials are hindered by their income/lifestage
                                                                                                                • Figure 53: Appealing brand qualities, by younger and older Millennials, December 2014
                                                                                                              • Millennial parents’ purchases subject to more influences
                                                                                                                  • Figure 54: Appealing brand qualities, by parental status, December 2014
                                                                                                              • Attitudes toward Shopping and Advertising

                                                                                                                • Key points
                                                                                                                  • Resourceful shoppers who are difficult to please
                                                                                                                      • Figure 55: Attitudes toward shopping, December 2014
                                                                                                                      • Figure 56: Participation in retailer loyalty programs (mean), by generation, May 2014
                                                                                                                    • Millennials like to think they’re not susceptible to advertising – but appreciate humor
                                                                                                                        • Figure 57: Attitudes toward advertising, December 2014
                                                                                                                      • Targeting Millennials using humor in ads
                                                                                                                        • Figure 58: Dodge TV advertisement, “It’s Perfect For Sax,” 2013
                                                                                                                        • Figure 59: Strongbow TV advertisement, “Slow Motion Horse,” 2014
                                                                                                                      • And the opposite – “sadvertising”
                                                                                                                        • Figure 60: P&G TV advertisement, “Thank you, Mom – Tough Love,” 2014
                                                                                                                        • Figure 61: Budweiser TV advertisement, “Lost Dog,” 2015
                                                                                                                        • Figure 62: Skype TV advertisement, “The Born Friends Family Portrait,” 2013
                                                                                                                      • Targeting high net worth Millennials
                                                                                                                          • Figure 63: Attitudes toward shopping and advertising – Any agree, by household income, December 2014
                                                                                                                        • Targeting Millennial parents
                                                                                                                            • Figure 64: A Cup of Joe, sponsored blog post, 2015
                                                                                                                            • Figure 65: Attitudes toward shopping and advertising – Any agree, by parental status, December 2014
                                                                                                                        • Millennials Online

                                                                                                                          • Key points
                                                                                                                            • Millennials’ top online activities task-oriented
                                                                                                                                • Figure 66: Online activities, December 2014
                                                                                                                                • Figure 67: Attitudes toward the internet – Any agree, by generation, August 2013-September 2014
                                                                                                                              • The internet is an indispensable tool for modern parents
                                                                                                                                • Figure 68: Online activities, by parental status, December 2014
                                                                                                                            • Interactions with Companies and Brands

                                                                                                                              • Key points
                                                                                                                                • Millennials may need to be nudged to write reviews
                                                                                                                                    • Figure 69: Interactions with companies and brands, December 2014
                                                                                                                                  • Parents engage more with brands
                                                                                                                                    • Figure 70: Interactions with companies and brands, by parental status, December 2014
                                                                                                                                • Goals and Aspirations

                                                                                                                                  • Key points
                                                                                                                                    • Millennials more focused on personal rather than professional goals
                                                                                                                                        • Figure 71: Personal and career goals, December 2014
                                                                                                                                      • Goals of Younger and Older Millennials are surprisingly similar
                                                                                                                                          • Figure 72: Personal and career goals, by younger and older Millennials, December 2014
                                                                                                                                        • Parents have more goals
                                                                                                                                            • Figure 73: Personal and career goals, by parental status, December 2014
                                                                                                                                        • Financial Priorities

                                                                                                                                            • Key points
                                                                                                                                              • Millennials focused on making ends meet
                                                                                                                                                  • Figure 74: Financial priorities for upcoming year, December 2014
                                                                                                                                                  • Figure 75: Financial priorities for upcoming year, by younger and older Millennials, December 2014
                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                  • Black Millennials
                                                                                                                                                    • What you need to know
                                                                                                                                                      • Cultural connection
                                                                                                                                                        • Appealing brand qualities and brand interactions
                                                                                                                                                          • Black Millennials’ self-perceptions
                                                                                                                                                            • Hispanic Millennials
                                                                                                                                                              • What you need to know
                                                                                                                                                                • Hispanic Millennials are Hispanic first, Millennials second
                                                                                                                                                                  • Hispanic Millennials look for quality and affordability
                                                                                                                                                                    • Hispanic Millennials’ self-perceptions
                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                      • Living situation and expenses
                                                                                                                                                                        • Living situation
                                                                                                                                                                          • Figure 76: Living situation, December 2014
                                                                                                                                                                          • Figure 77: Living situation, by gender, December 2014
                                                                                                                                                                          • Figure 78: Living situation, by area, December 2014
                                                                                                                                                                          • Figure 79: Living situation, by household income, December 2014
                                                                                                                                                                          • Figure 80: Living situation, by employment status, December 2014
                                                                                                                                                                          • Figure 81: Living situation, by education, December 2014
                                                                                                                                                                          • Figure 82: Living situation (netted), December 2014
                                                                                                                                                                        • Living expenses
                                                                                                                                                                          • Figure 83: Responsibility for living expenses, December 2014
                                                                                                                                                                          • Figure 84: Responsibility for living expenses, by gender, December 2014
                                                                                                                                                                          • Figure 85: Responsibility for living expenses, by area, December 2014
                                                                                                                                                                          • Figure 86: Responsibility for living expenses, by household income, December 2014
                                                                                                                                                                          • Figure 87: Responsibility for living expenses, by employment status, December 2014
                                                                                                                                                                          • Figure 88: Responsibility for living expenses, by education, December 2014
                                                                                                                                                                          • Figure 89: Responsibility for living expenses, by parental status, December 2014
                                                                                                                                                                          • Figure 90: Responsibility for living expenses (netted), by demographics, December 2014
                                                                                                                                                                        • Millennial perceptions
                                                                                                                                                                          • How Millennials see themselves
                                                                                                                                                                            • Figure 91: How Millennials see themselves, December 2014
                                                                                                                                                                            • Figure 92: How Millennials see themselves, by gender, December 2014
                                                                                                                                                                            • Figure 93: How Millennials see themselves, by gender and age, December 2014
                                                                                                                                                                            • Figure 94: How Millennials see themselves, by area, December 2014
                                                                                                                                                                            • Figure 95: How Millennials see themselves, by household income, December 2014
                                                                                                                                                                            • Figure 96: How Millennials see themselves, by employment status, December 2014
                                                                                                                                                                            • Figure 97: How Millennials see themselves, by marital status, December 2014
                                                                                                                                                                            • Figure 98: How Millennials see themselves, by parental status by gender, December 2014
                                                                                                                                                                          • How Millennials see other Millennials
                                                                                                                                                                            • Figure 99: How Millennials see other Millennials, by gender, December 2014
                                                                                                                                                                            • Figure 100: How Millennials see other Millennials, by younger and older Millennials, December 2014
                                                                                                                                                                            • Figure 101: How Millennials see other Millennials, by gender and age, December 2014
                                                                                                                                                                            • Figure 102: How Millennials see other Millennials, by area, December 2014
                                                                                                                                                                            • Figure 103: How Millennials see other Millennials, by household income, December 2014
                                                                                                                                                                            • Figure 104: How Millennials see other Millennials, by employment status, December 2014
                                                                                                                                                                            • Figure 105: How Millennials see other Millennials, by marital status, December 2014
                                                                                                                                                                            • Figure 106: How Millennials see other Millennials, by parental status, December 2014
                                                                                                                                                                            • Figure 107: How Millennials see other Millennials, by parental status by gender, December 2014
                                                                                                                                                                          • How older generations see Millennials (according to Millennials)
                                                                                                                                                                            • Figure 108: How older generations see Millennials (according to Millennials), by gender, December 2014
                                                                                                                                                                            • Figure 109: How older generations see Millennials (according to Millennials), by younger and older Millennials, December 2014
                                                                                                                                                                            • Figure 110: How older generations see Millennials (according to Millennials), by gender and age, December 2014
                                                                                                                                                                            • Figure 111: How older generations see Millennials (according to Millennials), by area, December 2014
                                                                                                                                                                            • Figure 112: How older generations see Millennials (according to Millennials), by household income, December 2014
                                                                                                                                                                            • Figure 113: How older generations see Millennials (according to Millennials), by employment status, December 2014
                                                                                                                                                                            • Figure 114: How older generations see Millennials (according to Millennials), by marital status, December 2014
                                                                                                                                                                            • Figure 115: How older generations see Millennials (according to Millennials), by parental status, December 2014
                                                                                                                                                                            • Figure 116: How older generations see Millennials (according to Millennials), by parental status by gender, December 2014
                                                                                                                                                                          • Appealing brand qualities
                                                                                                                                                                            • Figure 117: Appealing brand qualities, December 2014
                                                                                                                                                                            • Figure 118: Appealing brand qualities, by gender, December 2014
                                                                                                                                                                            • Figure 119: Appealing brand qualities, by gender and age, December 2014
                                                                                                                                                                            • Figure 120: Appealing brand qualities, by area, December 2014
                                                                                                                                                                            • Figure 121: Appealing brand qualities, by household income, December 2014
                                                                                                                                                                            • Figure 122: Appealing brand qualities, by parental status by gender, December 2014
                                                                                                                                                                          • Attitudes toward shopping and advertising
                                                                                                                                                                            • Figure 123: Attitudes toward shopping and advertising, December 2014
                                                                                                                                                                            • Figure 124: Attitudes toward shopping and advertising, December 2014
                                                                                                                                                                          • Attitudes toward shopping
                                                                                                                                                                            • Figure 125: Attitudes toward shopping – Any agree, by gender, December 2014
                                                                                                                                                                            • Figure 126: Attitudes toward shopping – Any agree, by younger and older Millennials, December 2014
                                                                                                                                                                            • Figure 127: Attitudes toward shopping – Any agree, by gender and age, December 2014
                                                                                                                                                                            • Figure 128: Attitudes toward shopping – Any agree, by area, December 2014
                                                                                                                                                                            • Figure 129: Attitudes toward shopping – Any agree, by employment status, December 2014
                                                                                                                                                                            • Figure 130: Attitudes toward shopping – Any agree, by parental status by gender, December 2014
                                                                                                                                                                            • Figure 131: Attitudes toward shopping – Any agree, by gender and income, December 2014
                                                                                                                                                                            • Figure 132: Attitudes toward shopping – Any agree, by age and income, December 2014
                                                                                                                                                                          • Attitudes toward advertising
                                                                                                                                                                            • Figure 133: Attitudes toward advertising – Any agree, by gender, December 2014
                                                                                                                                                                            • Figure 134: Attitudes toward advertising – Any agree, by younger and older Millennials, December 2014
                                                                                                                                                                            • Figure 135: Attitudes toward advertising – Any agree, by gender and age, December 2014
                                                                                                                                                                            • Figure 136: Attitudes toward advertising – Any agree, by area, December 2014
                                                                                                                                                                            • Figure 137: Attitudes toward advertising – Any agree, by employment status, December 2014
                                                                                                                                                                            • Figure 138: Attitudes toward advertising – Any agree, by parental status by gender, December 2014
                                                                                                                                                                            • Figure 139: Attitudes toward advertising – Any agree, by gender and income, December 2014
                                                                                                                                                                            • Figure 140: Attitudes toward advertising – Any agree, by age and income, December 2014
                                                                                                                                                                          • Millennials online
                                                                                                                                                                            • Figure 141: Online activities, December 2014
                                                                                                                                                                            • Figure 142: Online activities, by gender, December 2014
                                                                                                                                                                            • Figure 143: Online activities, by younger and older Millennials, December 2014
                                                                                                                                                                            • Figure 144: Online activities, by area, December 2014
                                                                                                                                                                            • Figure 145: Online activities, by household income, December 2014
                                                                                                                                                                            • Figure 146: Online activities, by employment status, December 2014
                                                                                                                                                                            • Figure 147: Online activities, by parental status by gender, December 2014
                                                                                                                                                                          • Interactions with companies and brands
                                                                                                                                                                            • Figure 148: Interactions with companies and brands, December 2014
                                                                                                                                                                            • Figure 149: Interactions with companies and brands, by gender, December 2014
                                                                                                                                                                            • Figure 150: Interactions with companies and brands, by younger and older Millennials, December 2014
                                                                                                                                                                            • Figure 151: Interactions with companies and brands, by area, December 2014
                                                                                                                                                                            • Figure 152: Interactions with companies and brands, by household income, December 2014
                                                                                                                                                                            • Figure 153: Interactions with companies and brands, by employment status, December 2014
                                                                                                                                                                            • Figure 154: Interactions with companies and brands, by marital status, December 2014
                                                                                                                                                                            • Figure 155: Interactions with companies and brands, by parental status by gender, December 2014
                                                                                                                                                                            • Figure 156: Interactions with companies and brands (netted), by parental status, December 2014
                                                                                                                                                                            • Figure 157: Interactions with companies and brands (netted), by parental status by gender, December 2014
                                                                                                                                                                          • Goals and aspirations
                                                                                                                                                                            • Figure 158: Goals and aspirations, December 2014
                                                                                                                                                                            • Figure 159: Personal goals, by gender, December 2014
                                                                                                                                                                            • Figure 160: Personal goals, by area, December 2014
                                                                                                                                                                            • Figure 161: Personal goals, by household income, December 2014
                                                                                                                                                                            • Figure 162: Personal goals, by parental status by gender, December 2014
                                                                                                                                                                            • Figure 163: Career goals, by gender, December 2014
                                                                                                                                                                            • Figure 164: Career goals, by area, December 2014
                                                                                                                                                                            • Figure 165: Career goals, by household income, December 2014
                                                                                                                                                                            • Figure 166: Career goals, by parental status by gender, December 2014
                                                                                                                                                                          • Financial priorities
                                                                                                                                                                            • Figure 167: Financial priorities for upcoming year, by gender, December 2014
                                                                                                                                                                            • Figure 168: Financial priorities for upcoming year, by household income, December 2014
                                                                                                                                                                            • Figure 169: Financial priorities for upcoming year, by parental status, December 2014
                                                                                                                                                                            • Figure 170: Financial priorities for upcoming year, by parental status by gender, December 2014
                                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                                            • American Advertising Federation (AAF)1
                                                                                                                                                                              • American Association of Advertising Agencies (4A’s)
                                                                                                                                                                                • American Marketing Association (AMA)
                                                                                                                                                                                  • Association of National Advertisers (ANA)
                                                                                                                                                                                    • Digital Media Association (DiMA)
                                                                                                                                                                                      • Generations United
                                                                                                                                                                                        • Interactive Advertising Bureau (IAB)
                                                                                                                                                                                          • International Advertising Association (IAA)
                                                                                                                                                                                            • World Federation of Advertisers (WFA)

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                            Marketing to Millennials - US - February 2015

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