Molton Brown Studies Millennials

UNITED KINGDOM: New research from fragrance company Molton Brown fights the clichéd depictions of Millennials as lazy, entitled, politically-naïve social media addicts, with few interests beyond eating avocado toast and posting selfies to fuel their desperate need for validation. The results show that Millennials are not only more attuned to the structural disadvantages and inequality faced by women and minorities than older generations, they are also twice as likely to speak out against societal injustices and notably more optimistic about the prospect of erasing them.


According to Molton Brown, 78% believe women face significant structural disadvantages in society (vs. 53% over 35s); 63% were aware of gender bias by the time they were 16 years old (vs. 35% over 35s); and 53% have been inspired by recent cultural movements such as #MeToo and #GenderPayGap to speak out against gender inequality (vs. 27% over 35s).