Marketing to Millennials: Or Gen Y, As They’re Also Known

Millennial. Perhaps you’ve heard the word so many times you never want to hear it again or, worse yet, it’s lost its meaning. For the record: A millennial (n.) is a person born between 1981 and 1997, according to Pew Research Center. And lest you need reminding, members of this generation account for the largest consumer force in history. Millennials spent $200 billion dollars last year and are expected to spend $10 trillion by 2020, according to Pew. JCK spoke to retailers, analysts, and millennials themselves to understand how jewelry retailers can better reach this controversial yet powerful demographic. Bridal Boom While it’s true that marriage rates among millennials are down and marrying ages are up—two years ago, just 26 percent of millennials were married; at the same age, 36 percent of Gen X and 48 percent of boomers had tied the knot, according to Pew—the g

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