According to an infographic and article from Media Bistro, Millennials make up 27.4% of the entire United States population (Bennett). Additionally worth noting in regards to the Millennials, “46 percent count on social media when buying online, 55 percent will go on to share bad experiences and 51 percent say that social opinions influence their purchase decisions, and that they trust ‘strangers’ more than friends,” (Bennett). 
Moreover, research unveils that the Millennial Generation is the most culturally diverse generation in existence. The make up consists of 61 percent white, 19 percent Hispanic, 14 percent Black, five percent Asian and one percent other (Bennett). As employees, Millennials make up 25 percent of the United States workforce participation and is projected to increase to 75 percent by 2025 (Bennett). The median salary of the Millennial Generation is $39,700- one in ten Millennials make a salary that is over $100,000 (Bennett). Also according to the Badgeville infographic posted on Media Bistro by Shea Bennett, 15 percent of Millennials hold a manager position in the workforce. Conversely, the infographic depicts data on the Millennials as consumers and one thing is certain- Millennials love spending. Millennials spend $600 billion annually and are expected to spend $1.4 trillion by 2020 (Bennett). According to the data, 58 percent of Millennials love to shop in comparison to the 40 percent adult overall preference to shopping. Millennials spend eight times more than consumers aged from 35-44 years, although the Millennials earn 22 percent less (Bennett).
The infographics posted and information listed above is a small except of the research I collected for the Stage 1 document of our Advertising, Writing and Production course group branding campaign project for Rare Vintage Wear. I found this information about the Millennial demographic both interesting and important not just limited to our campaign but to advertising as whole. It appears Millennials do and will continue to have a lot of power over the market. Therefore, a helpful tactic when considering their cognitive process when establishing message strategies and creative plans targeting effective for this demographic may involve studying the advertisements they were raised on. The link above is a good start.
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