The global spending power of millennials will soon surpass that of any previous generation. Better understanding their quirks and what sets them apart from their predecessors is a must if you want to connect with this generation of consumers.

Our study “Decoding Gen Y. Attract Millennials to your brands. Excite them in your stores” aims to shed light on Generation Y – and help companies and brands better understand the peculiarities of Millennials.

Time to discover the differences

The results show, for example, that in addition to factors such as a broad product range or an attractive price/performance ratio, the responsibility of corporations and brands and specific shopping experiences can also contribute to a millennial – often a synonym for Generation Y – deciding for or against a product, for or against a brand. But: Generation Y in Germany ticks differently to those in the US and those in the US are different to the millennials in China. Even within Generation Y there are big differences – and it’s time to explore them.