The Millennial generation is perhaps the most studied generation in history. According to The Millennial Generation Research Review and the U.S. Census Bureau statistics, there are over 80 million Millennials, representing the largest cohort size in US history. Reports on Millennial annual purchasing power range widely between $125 billion and $890 billion. A more consistent estimate is $200 billion of direct purchasing power and $500 billion of indirect spending, largely due to the influence on the spending of their mostly baby boomer parents. 5 Comprising nearly 75% of the workforce by 2025, the values and priorities of Millennials are crucial to any business strategist.