Millennials With Kids Are Not as Coddled and Image Conscious as You Think

By Lucia Moses

http://www.adweek.com/news/advertising-branding/millennials-kids-are-not-coddled-and-image-conscious-you-think-153259

America’s closely watched millennials are now old enough to have kids of their own. Among those 25-34, there are 10.8 million households with children, according to a new report by Barkley, Millennials as New Parents. Millennials have a reputation as image-conscious and spoiled. But growing up at a time that saw America at war, 9/11 and economic uncertainty, this generation of new parents is actually less image-conscious and more pragmatic than you might think. In other words, bye, bye Apple; hello, Walmart.

Infographic: Carlos Monteiro

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