On Marketing, Contributor

The traditional stereotype of the millennial generation leads us to believe they are obsessed with brands, particularly premium brands. Yet research shows that few millennials are willing to part with the large amounts of cash that aspirational brands command. By contrast, millennials are now driving the growth of one the most humble of all “brands”—the private label, or store brand.

http://www.forbes.com/sites/onmarketing/2014/07/21/no-longer-uncool-millennials-love-store-brands/