in addressing millennials target the desire economy Roy Morgan research suggests that 38% of millennials in the Australian economy as a whole can be considered ‘big spenders’, with only 33% of the broader population being categorised as ‘big spenders’. Millennials are people aged 18 – 35. This same research found that in the economy as […]

in addressing millennials target the desire economy Roy Morgan research suggests that 38% of millennials in the Australian economy as a whole can be considered ‘big spenders’, with only 33% of the broader population being categorised as ‘big spenders’. Millennials are people aged 18 – 35. This same research found that in the economy as a whole: • 27% of millennials are ‘early adopters’, while only 17% of the population as a whole are considered ‘early adopters’. • 24% of millennials are considered ‘ABs’ while 20% of the broader community is so classified. • 41% of millennials have university degrees (and the associated debt) compared with 28% of the community as a whole If, however, the ‘desire economy’ is separated out from the economy as a whole, the picture is very different. The desire economy is that part of a consumer’s purchases that are related to their values, where price…