Confident millennials

Differences in consumer confidence across five generations

Bibliographic Data

ID2434560
AuthorsKristoffer Persson (Lund University, corresponding author)
Year2019
Volume12
Issue4
Pages257-277
Publication date2019-12-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueEconomics & Sociology (JOURNAL)
Journal identifiersISSN: 2071-789X • E-ISSN: 2306-3459
PublisherCentre of Sociological Research, Szczecin, Poland (PUBLISHER • PL)
DOI10.14254/2071-789x.2019/12-4/16
OpenAlexW3000109277
LanguageEN
Citations received1
References cited22

This paper investigates if individuals experiencing different socio-economic environments during their formative years have different expectations about future economic conditions. We use Swedish survey data to analyse differences in expectations across five generations of consumers by testing if they have different levels of confidence. The paper focuses on all the different generations of the 1900s as defined by Howe and Strauss (1997, 2000). In our econometric model, we use the Millennial Generation as a baseline, as this generation is about to make up the largest fraction of consumers in the economy. Contrary to the theory developed by the literature on generations, such as Howe and Strauss, our results show that confidence increases gradually across generations. We find that the Millennials are more confident than generations born in the first half of the 1900s, but similar in confidence to other generations born in the second half of the 1900s.

Advertising · Business · Consumer confidence index · Cultural Differences and Values · Death Anxiety and Social Exclusion · Marketing · Psychological Well-being and Life Satisfaction

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