Why Millennial Women Buy Report (2018)

Study by Merkle and Levo on the buying power of millennial woman. Learn what drives this powerful cohort to purchase; find out what they look for in a brand, and hear what myths have been debunked.

• The population of millennials, defined here as consumers born between 1982 and 2000, totals 75.5 million.
• Beyond the significance of its sheer strength in numbers...this segment spends. On the whole, millennials represent a major market force in terms of buying power, spending $200 billion per year.
• Women hold 85% of US spending power which means we are looking at $170 billion in spending power from millennial women, specifically. They are expected to represent the largest spending power of any generation.

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