Millennials – typically defined as those born between 1981 and 1996 – have gotten a lot of press, both positive and negative.
Some argue that they are more public-spirited and less materialistic than baby boomers. Others say they are spoiled and entitled. Still others write that they are the same as earlier generations, but younger and with lower incomes.
Understanding how millennials behave has important practical implications for urban planning, industry evolution and climate change. For example, if millennials prefer to take a Lyft and skip the hassle of driving and parking, this could spell big changes for the automobile industry. But if their suburban soccer mom phase has merely been delayed, not skipped entirely, perhaps nothing will really change.
We are scholars of business and sustainability, and our research on millennial driving behavior shows that they drive 8% less than do older generations.