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Millennials #IRL

31.2%
1.7%
0.0%

The Millennial Opportunity

Do you know what IRL means? If you answered no, you’re probably not a millennial. But you likely know that millennials are a trending topic these days -- for good reason. These 18 to 34 year-olds, numbering 83 million, overtook baby boomers in 2015 to become America’s biggest-ever demographic.[1] By 2020, millennials are expected to surpass Gen-X in earning power and make up 75% of the U.S. workforce five years later in 2025.[2] We find that millennials, aka digital-natives, are a compelling segment when it comes to (surprise!) online media and services. They also have a sizable footprint in the residential rental market, accounting for 39% of renters, even though they are just a quarter of the total population.[3] This rental trend should have some runway, given the widely documented delays in marriage, children and home ownership by this generation. Finally, let’s remember that millennials came of age during the worst economic crisis since the Great Depression and have the financial scars to prove it. So in real life (IRL), millennials may not yet be the voracious consumer across every young-skewing category as only advertisers can dream. See more
31.2%
1.7%
0.0%
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Motif Index 1 YR Return
Millennials #IRL Benchmark
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Weight Segment & Stocks Symbol 1 MO / 1 YR Return
42.1% Apartment REITs 2.1%
10.3% AvalonBay Communities Inc. AVB 4.3%
10.1% 8xxxxx 8xxxxxxxxxx 8x 8xxxxxxxxx 8xxxxxx 8xx 88.8%
6.4% 8xxxx 8xxxxxxx 8xxxx 8xxx 8xx 88.8%
4.8% 8xxxxxxxxxx 8xxxxxxxx 8xxxxxxxxxx 8xxx 8xx 88.8%
4.2% 8xx 8xxx 8xx 88.8%
2.6% 8xxxxxxxx 8xxxxxxxxx 8xx 8xxxxxxxxx 8xxx 8xx 88.8%
1.8% 8xxxxx 8xxxxxxx 8xxxx 8xx 88.8%
1.1% 8xxxxxxxxx 8xxx 8xxxxx 8xxxxxxxxx 8xxxx 8xx 88.8%
1.0% 8xxxxxxxxxxx 8xxxxx 8xxxx 8xxx 8xx 88.8%
28.6% E-commerce 81.5%
21.0% Amazon.com Inc. AMZN 91.8%
2.0% 8xxxxxx 8xxx 8xxx 88.8%
1.8% 8xxxxxx 8xxxx 8xxx 8xxx 88.8%
1.3% 8xxxxxx 8xxx 8xxxx 8 8 88.8%
1.0% 8xxxxxxx 8xxxxxxxxx 8xx 8xxx 88.8%
0.9% 8xxx 8xxx 8xxx 88.8%
0.5% 8xxxxxxxxxxxx 8xxx 8xxx 88.8%
28.4% Internet & Social Media 62.7%
13.9% Netflix Inc. NFLX 99.6%
7.1% 8xxxxxxx 8xxx 8x 88.8%
1.9% 8xxxxxx 8xxxx 8xxx 8 88.8%
1.6% 8xxx 8xxx 8xxxx 8 8xxx 88.8%
1.1% 8xxxxxxxxxxxxxxxxxx 8xx 88.8%
1.1% 8xxxx 8xxxx 8xx 8xxx 88.8%
0.9% 8xxx 8xxx 8xxx 88.8%
0.8% 8xxxxxx 8xxx 8xxx 88.8%
0.9% Wearables 5.1%
0.9% 8xxxxx 8xxx 8xxxx 8 8xx 88.8%

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