Generation Y has its own direction. The largest generation of individuals (also known as millennials) born after 1980 and before the early 2000s, number nearly 80 million; their numbers are big and purchasing power strong. In fact, Hanover Research recently revealed that millennials are still shopping despite the economy and are having the most influence on brand marketing and purchasing habits. Millennials are spending despite the up and down economy, according to the study. They have have a "buy now, deal with it later mentality" as 52% are more likely to make impulse purchases than non-millennial generations.
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