Millennials have been assigned a lot of blame, from spurring the downfall of paper napkins and bars of soap to turning their backs on mothballs and canned tuna fish. As a millennial myself, I shoulder some of that blame. While I still use napkins and bars of Dial soap, I haven’t opened a can of tuna fish since I left for college. And with respect to mothballs, frankly, they had it coming.
But as the country’s largest generational cohort at nearly 22% of the entire population—or more than 75 million Americans—millennials command enormous collective purchasing power. Understanding what the demographic chooses to spend its money on can provide insights into the industries and companies they support.
