Millennial
Millennials number over 90 million & are the largest generation of young people in history, twice the size of Gen X
The Millennials are oftentimes the generation most representative of the “say-do” gap, where behaviors do not quite live up to their aspirational attitudes. As such, it is sometimes difficult to gauge how Millennials will really behave in response to sustainable products and a brand’s sustainable initiatives. What we do know, is that they aspire to do the right thing provided they understand what the right thing is and how they can be a part of it.