America’s Retailers Have a New Target Customer: The 26-Year-Old Millennial

This age bracket, bigger than any other, is pushing companies to revamp marketing and products, including a lot of remedial education

The Scotts Miracle-Gro Co. has started offering gardening lessons for young homeowners that cover basic tips—really, really basic—like making sure sunlight can reach plants.

“These are simple things we wouldn’t have really thought to do or needed to do 15 to 20 years ago,” says Jim King, senior vice president of corporate affairs for Scotts. “But this is a group who may not have grown up putting their hands in the dirt growing their vegetable garden in mom and dad’s backyard.”

.. “We find that the younger generation is a bit more crunched for time and less likely to do a big, deep clean,” says Kevin Wenzel, an associate brand director for P&G’s North America surface care business.

Instead, millennials are more likely to clean as needed, which P&G calls “maintenance” cleaning.

..  44% of millennials say they will move in the next year.
.. “They’re much more of a ‘Do-It-for-Me’ type of customer than a ‘Do-It-Yourself’ customer,”
.. Millennials were buying the pricier appliances as a quick cosmetic upgrade to their homes. “It’s millennials’ beginner way to remodel their kitchen
.. sales of edible plants are strong among millennials, with a growth rate nine times the rate for baby boomers. Millennial households that participated in food gardening increased by four million during 2011 to 2015, equaling the rise of all other age groups combined over the same period,