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11 Facts about the Millennial Generation

Millennials, those born between 1982 and 2003, are “a cohort whose dominating presence will make its behaviors the major motif of American life in the next decade,” write the authors of a new paper, “How Millennials Could Upend Wall Street and Corporate America.” Morley Winograd, a senior fellow at USC’s Annenberg School Center on Communications and Leadership Policy, and Michael Hais, former VP for entertainment research at Frank N. Magid Associates, present new findings about how members of the Millennial generation view banking, finance and corporate America. Here is a sample of some of their key facts about this generation:

“So far,” write the authors, “this generationally-driven shift has had the most impact in endeavors such as entertainment and politics which are particularly susceptible to the influence of younger participants. But now, as the generation enters young adulthood,

the force of the changes they are capable of creating is beginning to be felt in all sectors of America’s economy. The initial tremors are already changing consumer markets and forcing corporations to change their workplace practices. But soon, as Millennials become an increasingly large share of the adult population and gather more and more wealth, the generation’s size and unity of belief will cause seismic shifts in the nation’s financial sector, shaking it to its very foundations and leading to major changes in the nation’s board rooms. As Millennials become CEOs, or determine the fate of those who are, they will change the purpose and priorities of companies in order to bring their strategies into alignment with the generation’s values and beliefs.


Download and read the paper here.

(1a-b) Cone Communications Social Impact Study of 1,200+ U.S. adults (October 2013)
(2) From Spend Shift by John Gerzema and Michael D’Antonio (2011)
(3) Universum survey (2011)
(4) LifeCourse research on the workforce (2012)
(5) Intelligence Group study, reported in The Columbus Dispatch (3/30/14)
(6) Pew Research Center (3/7/14)
(7) The Boston Globe (3/9/14)
(8) UBS (2014)

Full citations are available from the paper.