Isenberg Study Explores Consumer Values of "Millennials"

February 28, 2013

Young Isenberg Millennials in the classroom. Photo: Juliette Sandleitner. Young Isenberg Millennials in the classroom. Photo: Juliette Sandleitner.  

A new Isenberg marketing study in the current issue of The Journal of Consumer Behavior finds that the young Millennial generational cohort (17 to 23-year-olds) feel more entitled and are more interested in overt displays of wealth than the upper edge of the Millennial cohort (ages 27-31)."We expected saving money and being thrifty to be important for young Millennials [the subcohort that came of age during the Great Recession], but that doesn't seem to be the case," says Charles Schewe, who wrote the paper with fellow Isenberg professors Kathleen Debevec, William Diamond, and Isenberg Ph.D. graduate Thomas Madden '82. "If young Millennials indeed feel themselves more entitled, using taglines like 'you deserve it' should resonate," Schewe told Quartz, an online business publication, speaking about how the results of the study could inform marketing decisions of major brands.