The Millennial Consumer Preferences Report

2022
Latana Brand Tracking
Berlin, Germany

Generation Y — more commonly referred to as Millennials — is made up of around 1.8 billion people. As the largest generation, Millennials are in their prime working years and command a great deal of economic power.

Better educated than previous generations and very plugged into technology, Millennials are, in many ways, similar to their younger Gen Z counterparts. However, brands should keep in mind that Millennials have lived through countless global catastrophes — financial & political — and many haven't financially recovered from the Great Recession yet.

Thus, brands that aren’t aware of what’s important to this generation will struggle to forge connections. By taking a deep dive into how Millennials feel about a wide variety of important issues, this report should help brands build more informed, effective branding strategies to target Millennial consumers going forward.

Download the report here.
Project by Latana Brand Tracking

Design Coordinator: Ekaterina Golovanova
Graphic Design: Makoto Saito
Content: Joy Corkery and Cory Schroeder