What makes 18 to 34 year olds spend more on a product or service? And how does that vary from one life stage to the next? These were the simple, yet nuanced, questions we found surprising answers to in our latest report Gold Digging: UK Millennials & Premium Brands.
The Millennial cohort stretches from kids taking their GCSEs through to couples completing on their first home, and as such assigning one set of values to them is redundant. In You Don't Even Know Me Inkling tracks how attitudes shift as Millennials move through distinct developmental lifestages and milestones.