Stay ahead of the curve and secure future growth for your business with Mintel’s Marketing to Millennials Consumer Report. The report provides a data-led understanding of Millennials as a consumer and opportunities to effectively market to them in the US.
Millennials, those born between 1980 and 1996, number an estimated 77 million in the US. These “Digital Pioneers” have matured through significant technological and communication changes that have in turn shifted cultural and societal norms. Their maturity through this period of rapid change sets them apart from older cohorts and equip them to adapt to accelerated shifts.
Millennials have been at the forefront of the shift towards multiculturalism and the acceptance of LGBTQ+ rights, values that continue to hold importance for them. This generation has faced two major economic downturns, affecting both the oldest and youngest Millennials during their formative years. As a result, they tend to be financially cautious when starting families, with 34% of non-parents stating they plan to wait until achieving financial stability before doing so.
As they enter middle age and their peak child-raising and earning years, Millennials face significant challenges. Higher costs of living, increased interest rates and the looming influence of AI introduce uncertainties about the future. Addressing the needs of this racially, culturally, and financially diverse cohort will require innovative solutions.
Hiro joined Mintel in 2024. He draws from more than a decade of experience in marketing, R&D, regulatory and market research in CPG and specialty chemical industries. Hiro has an MBA in Marketing & MS in Biochemistry from the University of Illinois.
As the US’s largest, middle demographic, Millennials span a vast landscape of lifestyles, yet share key experiences that season this diversity with adaptability.
Hiro Takemasa
Senior Consumer Lifestyles Analyst
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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