Born between 1977 and 1994, the youngest Millennials turn 18 this year; the oldest are well into their thirties—which means ‘those kids’ are actually the ones having kids of their own.

The Gen Y consumer is graduating into parenthood are bringing a whole new set of ‘family values’ with them. From their green-mindedness to their leaning on Boomer grandparents, these young parents are carving a different parental path.

Understanding Millennial Consumer Behaviour

In this exclusive download, learn how these consumers are bringing a uniquely Millennial mindset into parenthood. What are the Gen Y’s household values and how can businesses communicate best with this key demographic?

Personal Care Market

Our personal care team uses that in-depth knowledge to put Mintel’s consumer research in category context to show you the coming trends and tell you what they mean.

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