The Millennials: Americans Born 1977 to 1994, 4th ed.

The fourth edition of The Millennials: Americans Born 1977 to 1994 is two books in one: it provides a demographic and socioeconomic profile of the Millennial generation, which spanned the ages of 15 to 32 in 2009, and it includes a special supplement on the iGeneration—children under age 15. The Millennial generation numbers 76 million and accounts for 25 percent of the total population—almost equal to the Baby-Boom’s share. The iGeneration numbers 57 million and accounts for another 19 percent of the population.

The Millennials: Americans Born 1977 to 1994 examines young adults who are establishing themselves in the household and labor market at a difficult time. This large generation is critical for business success. Not only is it responsible for putting the first African American in the White House, but its technological sophistication makes or breaks many products and services. In these difficult economic times, perhaps no generation is more important to business than Millennials. The Millennials will tell you what you need to know.

For those who track generational change, the special supplement on the iGeneration included in this book will give you a preview of what is to come. The chapters in the special supplement examine children and their families, documenting trends in family incomes, children’s health, even how parents use their time.

The Millennials: Americans Born 1977 to 1994 is designed for easy use. Its eleven chapters examine Millennials’ Attitudes, Education, Health, Housing, Income, Labor Force, Living Arrangements, Population, Spending, Time Use, and Wealth. An additional nine chapters in the special supplement examine children and their families: Education, Health, Housing, Income, Labor Force, Living Arrangements, Population, Spending, and Time Use.

New to this edition is the Attitudes chapter, based on data from the recently released 2008 General Social Survey. Also new are tables on the use of alternative medicine, the Census Bureau’s latest population projections to 2025, and estimates of household wealth from the Survey of Consumer Finances. The chapter on time use, with unpublished data from the American Time Use Survey, shows how young adults and parents prioritize their time.

Each new generation of Americans is unique and surprising in its own way. With The Millennials: Americans Born 1977 to 1994 on your bookshelf, you won’t be surprised by the unique characteristics of young adults, and you will be prepared for the generation that follows them. With this information in hand, you will be better able to cater to their wants and needs in this difficult time.