Richards/Lerma Launches Millennials: A Generation Deconstructed

A study recently released by Dallas-based full service Hispanic-specialist advertising agency Richards/Lerma and The University of Texas at Austin’s Stan Richards School of Advertising & Public Relations has uncovered key differences between millennial ethnic segments regarding their perceptions and ideals toward U.S. issues and politics.The study, Millennials Deconstructed, was conducted among 1,000 Adults aged 18-34 including White, Black, Hispanic, and Asian ethnicities. It reveals many counterintuitive assumptions that prove that the social fabric of the nation has become extremely dynamic.According to the study “we’ve deconstructed a generation that is notoriously oversimplified, overgeneralized, and mischaracterized.” “Millennials today carry more debt and have less money than past generations at their same age; therefore, they maintain very different values. They are putting off getting married, having children, home ownership, and even making major purchases, and instead are turning to experiential opportunities and accessing products and services without actually owning them through what’s becoming termed a ‘sharing economy'” reveals the investigation.