“Bridge Millennials” are the Shopping Demographic of Retailers’ Dreams

Sourcing Journal

Baby Boomers. Gen X. Millennials. Gen Z. Just when you thought you had the generational demographics licked, PYMNTS.com has defined a new class of consumers for brands and retailers to woo.

Meet the “bridge millennials,” a cohort-spanning bracket that the payments website describes as individuals “between 30 and 40 years of age who are maturing as millennials, established in their careers and setting down roots.”

Broadly moneyed and willing to experiment, this group is highly disposed to new shopping experiences, PYMNTS wrote in a report released Thursday. They also spend more money on apparel and accessories than almost any other consumer cross-section—a fact that should pique the interest of brands and retailers.


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