Millennials outnumber everyone else in America. On paper they should be the perfect consumers to help a robust economy well into the second half of the 21t century.
But a new report suggests that big companies are having a sudden realization–something that almost every one of the 83.1 million Millennial Americans knew a long time ago, and in fact that they’ve been screaming from the proverbial rooftops.
It’s that while as a generation Millennials are “digitally native, mobile oriented, media savvy, politically progressive, ethnically diverse, well-educated and culturally savvy,” as Adweek put it recently, they also have one other giant defining characteristic:
They’re kinda broke.
Dispatches From The Front 