Unmasking Millennials: The Futures Company on a misunderstood generation

A conference report, summarising recent research undertaken by The Futures Company exploring trends among 16 to 30-year-olds.

Unmasking Millennials: The Futures Company on a misunderstood generation

Nicola Ellis

The youngest generation of consumers is coming of age - but the economic crisis has shifted and shaped their attitudes, motivations and marketplace behaviours.

The Futures Company analysed this generation (16 to 31-year-olds) - whose consumption habits can seem mysterious to older people - at their Unmasking the Millennials event, held in London in March 2011.

To inform this analysis, The Futures Company used their 2010 Global MONITOR quantitative survey of over 27,000 people in 20 countries, the Global Streetscapes network of culturally connected people around the world and...

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