The Multi-Cultural Millennial
The Millennial generation in the U.S. is now 75 million strong, making it the country’s second-largest age cohort, just behind Baby Boomers. Like any generation, Millennials are not homogenous, as the group includes consumers from a wide range of ages and ethnic backgrounds. Notably, 42% of U.S. Millennials are people of African-American, Asian-American and Hispanic heritage.
As the newest independent consumer group, multicultural Millennials are carving their own paths forward in several ways: They are bridging gaps between their own generation and others, and they are bridging gaps between their birth cultures and others. This group’s comfort in different scenarios and cultures creates a virtual “multiplier effect,” a key distinction from non-Hispanic white Millennials.