First published on www.nielsen.com
Millennial males are, in theory, elusive creatures. They’re commonly thought of as cord cutters who can’t be—and don’t want to be—reached. But many marketers remain eager to connect with this young, digitally-savvy group.
And why wouldn’t they?
Oft perceived as innovators, trend starters and predictors of the next big thing, Millennial males lead the pack, in one way or the other. Today’s Millennials are the most racially diverse generation in U.S. history, with nearly 43% identifying as non-white*. They also have spending power. Varying estimates place this group’s purchasing power anywhere between $125 billion and $890 billion annually while some estimates attribute these young shoppers with $200 billion of direct buying power plus an additional $500 billion in indirect influence, based on Millennials’ powers of persuasion over their Baby Boomer parents†.