A defining feature of millennial spending in 2017 was the "multiplier effect" driven by its multicultural makeup. Comprising nearly half of the generation, multicultural millennials (Hispanic, Black, and Asian American) not only spent $65 billion annually but also served as cultural bridge-builders, influencing the mainstream market's tastes in food, technology, and fashion. Values-Based Consumption: More Than Just a Price Tag
: Retailers like Walmart and Target remained top destinations by successfully merging physical convenience with digital personalization. Experiences Over Materialism millennial buying power 2017
: Rather than trusting traditional advertising, this cohort relied heavily on "electronic word-of-mouth" (eWoM) and social media reviews before committing to a purchase. A defining feature of millennial spending in 2017