Market Overview

September 2017: Millennial Issue


The millennial generation is certainly more than the sum of its keystrokes (or its stereotypes). They are defined by the digital, but engage in earnest with the real world every day. They communicate in texts and tweets, but build relationships on values impossible to capture in 140 characters. That there should be some entanglement of technology and health should be no surprise.

The first-ever NBJ Millennial Issue brings us face-to- face with its complexities. At 92 million, the millennials dwarf the 61 million Gen Xers and even eclipse the 77 million baby boomers who so defined half of the 20th century. More than that, the NBJ research underpinning this issue reveals that those 92 million consumers, each of us a few inches of screen away from a purchase decision, are not only concerned about their health, they’re quantifying it, researching it, and taking charge of it.

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