Millennials are the social generation, both online and in-person. As the founders of the social media movement, they’re never more than a few clicks away from friends and family. And offline, they prefer to live in dense, diverse urban villages where social interaction is just outside their front doors.
Breaking from previous generations’ ideals, this group’s “American Dream” is transitioning from the white picket fence in the suburbs to the historic brownstone stoop in the heart of the city. And their dreams have the power to affect cities and towns across the U.S. According to Nielsen’s recent Millennials – Breaking the Mythsreport, those aged 18-36 are 77 million strong, or 24 percent of the population—the same as Baby Boomers (between 49-67 years old). As Millennials continue to come of age and control an increasing share of the economy, understanding how their diversity and values play into their lifestyle and purchasing preferences will be essential to appeal to this generation of consumers.