The willingness to spend of young adults (age 18 to 29) has been at a record low since late 2016. Their willingness to spend is lower than for older adults. Their highest priority is saving, followed by loan repayment.
This change in behaviour has been damaging for those consumer marketing organisations that disproportionally target young adults.
Why has this happened and is there any improvement in sight?
The chain of events started in 2010. My report analyses the reasons and provides an outlook. The report will be updated twice a year to provide early warning of any change.
The report also provides a longer-term perspective on how young adults have changed over the past 60 years.