How retailers can capture the Millennial market in a cost-of-living crisis

Millennials (those born from 1981-96) are the largest generational cohort in Australia, with many entering their 40s. They are also starting to panic. Why? Because they are Generation Debt. Or, as economist Alison Pennington so diplomatically puts it, they are Gen F’d. Their Baby Boomer parents filled them full of dreams, hopes and aspirations about what they could (and should) be, and from birth they painted a rose coloured picture about what their future Millennial lives would look like

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