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MILLENNIALS:
A GENERATION DECONSTRUCTED

We’ve deconstructed a generation that is notoriously oversimplified, overgeneralized, and mischaracterized.
Discover what the data reveals about this diverse and difficult-to-pigeonhole generation.
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Research by:
  • Richards/Lerma
  • The University of Texas at Austin

THE
AMERICAN DREAMS

THE AMERICAN DREAMS

Cultural background shapes the way Millennials look ahead
For the most diverse generation in U.S. history, there’s no single American Dream. Ethnic and racial influences matter, in both expected and counterintuitive ways. Discover the untold story of Millennials’ ambitions in this comprehensive research initiative.

Download the report now. Explore key data points below.

FORECASTING THE FUTURE

You might expect White Millennials to have a sunny outlook. But they’re the least optimistic about the future. And guess what? Black Millennials are by far the most optimistic.

Respondents were asked, “How optimistic are you about the future?” The percentages shown here include those who responded very optimistic or optimistic on a seven-point scale.

40%
White Millennials
40%
White Millennials
40%
White Millennials
40%
White Millennials
40%
White Millennials

DEFINING THE DREAM

How do you define the American Dream? Compare your definition to our Millennial respondents.

Respondents were given nine definitions of the American Dream and asked to select the one they agree with most. These are their top three responses.

DEFINING THE DREAM
  • Black
    Millennials
  • Hispanic
    Millennials
  • Asian
    Millennials
  • White
    Millennials
58%
58%
58%

FAITH IN HARD WORK

Can everyone achieve their dreams if they try hard enough? Black and Hispanic Millennials are most likely to say yes, while White Millennials reveal their waning faith.

Respondents were asked how much they agreed with the following: “I believe everyone can achieve their dreams if they try hard enough.” The percentages shown include those who responded strongly agree or agree on a seven-point scale.
  • Black
    Millennials
  • Hispanic
    Millennials
  • Asian
    Millennials
  • White
    Millennials
  • 0
    %
    Black
  • 0
    %
    Hispanic
  • 0
    %
    Asian
  • 0
    %
    White
  • 0
    %
    White

DIVERSITY OF DREAMS

How do your hopes and aspirations compare to our Millennial respondents?

Respondents were given 15 statements and asked, “Thinking about your future aspirations, please select the six things that would be the most important to your ideal future situation.” Their top six responses are shown below.


DIVERSITY OF DREAMS
  • Black
    Millennials
  • Hispanic
    Millennials
  • Asian
    Millennials
  • White
    Millennials
58%
58%
58%
58%
58%
58%

COLORING
OUTSIDE THE LINES

COLORING OUTSIDE THE LINES

Beyond red and blue states
Our comprehensive research initiative, Millennials Deconstructed, pulls back the curtain on the political views of today’s 18- to 34-year-olds. You can’t know Millennials without knowing these insights.

Download the report now.
CURIOUS?
Tap groups to learn more.

ISSUES AT HAND

When asked what they believe are the leading issues our country faces today, respondents had some surprising (and not-so-surprising) answers.
Check out the overall rankings – then tap on subgroups to see how the rankings change.

  • White
    Millennials
  • Black
    Millennials
  • Hispanic
    Millennials
  • Asian
    Millennials
58%
58%
58%
58%
58%
58%

SHIFTING PRIDE

As illustrated here, American pride varies by ethnic group. White Millennials reported the lowest levels of national pride, while for different reasons, Hispanic and African-American Millennials take greater pride in American heritage.

40%
White Millennials
40%
White Millennials
40%
White Millennials
40%
White Millennials
40%
White Millennials

LEFT-LEANING

Overall, Millennials are a more “live and let live” generation when it comes to many issues considered highly controversial in the past. See how political party affiliation (or lack thereof) varies by race and ethnicity among U.S. citizens.

  • White
    Millennials
  • Black
    Millennials
  • Hispanic
    Millennials
  • Asian
    Millennials
58%
Democratic Party
58%
Republican Party
58%
Other

RED, WHITE, AND NEW

How do you define patriotism? Compare your answers with those of our Millennial respondents.

  • White
    Millennials
  • Black
    Millennials
  • Hispanic
    Millennials
  • Asian
    Millennials
58%
58%
58%

RESHAPING THE MEDIA LANDSCAPE

RESHAPING THE MEDIA LANDSCAPE

The gap between content and its recipient
The apparition of a new mindset and the ever-evolving media landscape have changed the expectations Millennials have of advertising and media in general. Currently, there is a gap between Millennials’ expectations and what the media is delivering to them. Discover how Millennials feel about the industry, and begin to ask yourself the right questions, so we can start closing the gap between media and the generations to come.

Download the report now.

Average time millennials in the U.S. spend interacting with media (18hrs) per day (hh:mm)*

Time Spent at the Movies
1:15

Percentage of people that feel that their culture is represented accurately by the media

0%
Select an Option
Hispanic
asian
Non-Omnicultural
Omnicultural
Non-Omnicultural
Omnicultural

PERSONALITIES THAT INFLUENCE MILLENNIALS

Who do you think non-Hispanic White’s pick as their number one athlete?
Athlete
Select answer Below
  • AKobe Bryant
  • BMICHAEL JORDAN
  • CSTEPH CURRY
  • DLEBRON JAMES
  • ESERENA WILLIAMS
You got that right! Number 23 is still number 1. After so many years of NBA playoffs, greatness is hard to forget.
  • BMICHAEL JORDAN
    1
    st
  • AKobe Bryant
    2
    nd
  • DLEBRON JAMES
    3
    rd
  • ESERENA WILLIAMS
    4
    th
  • CSTEPH CURRY
    5
    th
Who do you think Hispanic’s pick as their number one community leader?
Community
Select answer Below
  • ABARACK OBAMA
  • BHILLARY CLINTON
  • CBERNIE SANDERS
  • DMARTIN LUTHER KING JR
  • EAL SHARPTON
Looks like you’re still feeling the Bern! And you’re not alone, Hispanics love Bernie despite the results of the past elections.
  • CBERNIE SANDERS
    1
    st
  • ABARACK OBAMA
    2
    nd
  • EAL SHARPTON
    3
    rd
  • BHILLARY CLINTON
    4
    th
  • DMARTIN LUTHER KING JR
    5
    th
Who do you think Asian’s pick as their number one entertainment figure?
Entertainment
Select answer Below
  • ARYAN SEACREST
  • BOPRAH WINFREY
  • CJIMMY FALLON
  • DSTEVE HARVEY
  • EELLEN DEGENERES
You guessed correctly, Asians have Ellen Degeneres as the number 1 pick. Looks like Oscars selfies do the trick and they do it right.
  • EELLEN DEGENERES
    1
    st
  • BOPRAH WINFREY
    2
    nd
  • ARYAN SEACREST
    3
    rd
  • CJIMMY FALLON
    4
    th
  • DSTEVE HARVEY
    5
    th

PERSONALITIES THAT INFLUENCE MILLENNIALS

Who do you think non-Hispanic White’s pick as their number one athlete?
Athlete
Select answer Below
  • AKobe Bryant
  • BMICHAEL JORDAN
  • CSTEPH CURRY
  • DLEBRON JAMES
  • ESERENA WILLIAMS
You got that right! Number 23 is still number 1. After so many years of NBA playoffs, greatness is hard to forget.
  • BMICHAEL JORDAN
    1
    st
  • AKobe Bryant
    2
    nd
  • DLEBRON JAMES
    3
    rd
  • ESERENA WILLIAMS
    4
    th
  • CSTEPH CURRY
    5
    th
Who do you think Hispanic’s pick as their number one community leader?
Community
Select answer Below
  • ABARACK OBAMA
  • BHILLARY CLINTON
  • CBERNIE SANDERS
  • DMARTIN LUTHER KING JR
  • EAL SHARPTON
Looks like you’re still feeling the Bern! And you’re not alone, Hispanics love Bernie despite the results of the past elections.
  • CBERNIE SANDERS
    1
    st
  • ABARACK OBAMA
    2
    nd
  • EAL SHARPTON
    3
    rd
  • BHILLARY CLINTON
    4
    th
  • DMARTIN LUTHER KING JR
    5
    th
Who do you think Asian’s pick as their number one entertainment figure?
Entertainment
Select answer Below
  • ARYAN SEACREST
  • BOPRAH WINFREY
  • CJIMMY FALLON
  • DSTEVE HARVEY
  • EELLEN DEGENERES
You guessed correctly, Asians have Ellen Degeneres as the number 1 pick. Looks like Oscars selfies do the trick and they do it right.
  • EELLEN DEGENERES
    1
    st
  • BOPRAH WINFREY
    2
    nd
  • ARYAN SEACREST
    3
    rd
  • CJIMMY FALLON
    4
    th
  • DSTEVE HARVEY
    5
    th

METHODOLOGY

Quantitative and qualitative data uncover generational insights
A quantitative online study was conducted in April 2016, and consisted of a national sample of White, Hispanic, African-American, and Asian 18- to 34-year-olds.

A series of qualitative one-on-one interviews, conducted shortly after, provided additional context. The research was a collaboration between Richards/Lerma and The University of Texas at Austin, Stan Richards School of Advertising & Public Relations.