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National Syndicated Research by The Hartman Group

Millennials are leaving indelible footprints on the marketplace. They have been the darlings and devils of marketers. How to influence these masters of customization and self-expression remains a mystery to many. With more Millennials entering the workplace, getting married and becoming parents, how will their evolving interests and cravings impact and reshape your business? What do you need to know to connect with Millennials? 

The Hartman Group's Outlook on the Millennial Consumer 2014 report helps crack the Millennials path-to-purchase code.

Millennials are not the fragile, spoiled and overprotected generation that they have been portrayed to be. These consumers are maturing, and many of their values can be traced to life stage more so than generational differences. Millennials are at a stage in their lives where they are proactively crafting their futures and making distinct choices about how they want to live their lives.

This report will help make sense of their attitudes, habits and choices and provide meaningful ways to effectively connect and communicate with America's next greatest generation of adults. 

About the Research 

For Outlook on the Millennial Consumer 2014 syndicated study, we used a mixture of qualitative and quantitative methods. For this study, Millennials were defined as anyone between 19 and 33 years of age. 

Qualitative consumer engagements were held in Seattle and Chicago. Sample included Millennial consumers at various life stages, including those in college, those living on their own and those with families. Topics explored included attitudes and lifestyles, health and wellness, food and beverage consumption, and shopping behaviors. All participants completed a homework assignment, where they were asked to creatively represent what makes them happy.

The quantitative online survey was fielded in February 2014 to a nationally representative sample of 2,155 U.S. adult (ages 19-68) primary shoppers:

• Millennials (ages 19-33) n= 1,438
• Gen X (ages 34-50) n= 422
• Boomers (ages 51-68) n= 295

The survey provided data on such topics as attitudes and lifestyles, food and culture, and technology and communications.

Table of Contents

• Executive Summary
• Introduction and Methods
• Lifestyle and Values
• Health and Wellness
• Food and Beverage
• Food Service
• Shopping
• Technology and Communication
• Recommendations
• Appendix