Category Archives: Consumer Behavior

Orman Guidance Market Research Participant

It’s a rite of passage. It’s as American as Apple Pie. Growing up, every kid needs to be told to “get off my lawn!” by their old cranky neighbor, at least once.

Metaphorically, this is what happens on a grand scale with each new generational cohort. Young people are labeled “lazy” and “self-centered” by the generation that precedes it. They’re criticized for the way they dress, what shows they watch, and the music they listen to. This is what’s happening currently with my generation, the “Millennials”.
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The Millennial generation: they’ve been called the most narcissistic generation in American history. They’ve also been prophesied as the generation that “will save us all.” Both may be true, depending on how you view the research. Studies done by Orman Guidance Research and others have found that Millennials are unique for their self-confidence, adaptability, and overall creativeness.They differ significantly from previous generations in their consumer habits: they rarely use landline phones, they want to dress more casually at work, and (much to the chagrin of those who have to give them rides) are less likely to have a driver’s license.
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