What’s in your wallet? Not a lot for millennials once the star consumer now fading in fear of debt, needing altruism to make brand decisions

The “jinxed generation” is an alarming phrase. I happened upon it whilst flicking through a magazine and referred to it later that day engaged with two millennials who were about to marry: one looked at me in horror whilst his future lady quipped to him “is that us?” He postured there was a couple of years difference to calm the nerves.

Whether its delaying school, marriage, cars and homes, the plight of 70M millennials is uncertain; like their brand loyalty.


Author: Dean Crutchfield

In an award-winning career spanning two decades, Dean Crutchfield has created, built and re-invigorated some of the world's most iconic brands.

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