Call them Gen Y, or Echo Boomers, or the more fashionable Millennials. But retailers have been asking this question a lot more of late: What does this power-buying generation really want?

What does it matter? The Millennial generation represent the largest retail consumer group, larger than both the Baby Boomer generation or Gen X.

Now a new study, “American Millennials: Deciphering the Enigma Generation,” has a few updated answers. The study was conducted by Barkley, one of the largest independent marketing agencies in the U.S., in partnership with Service Management Group and The Boston Consulting Group.

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