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Rise of the Millennials
Millennials, those born between 1981 and 1996, have overtaken Baby Boomers as America’s largest generation. Their preferences and consumption behavior will shape the demand for goods and services for decades to come. That’s why shifting demographics is one of our major themes for investing.
But millennials often get a bad rap. So what if they like avocado toast? Millennials are also tech savvy, highly educated, family focused, and achievement oriented.
There have been several studies asking Are Millennials Different? Here are some observations:
Wealth. Lower income, greater debt, and less wealth for millennials compared to previous generations.
Marital status. Less likely to get married, and tend to marry later if they do. The average millennial man and woman first wed at age 30 and 28, respectively.
Spending. More on housing and food versus previous generations, but little evidence that millennials have different tastes.
Homeownership. 43% of millennials own a home, well below the national average of 65%. But nearly 90% of millennials want to own a home.
Learn more about our major investment themes in our annual outlook (Report | Video | Webinar)
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