Debunking the millennial myth

Initiative’s global research study

Over the last five years Initiative has conducted extensive global research into the behaviour and attitudes of Millennials, initially in general terms and later examining Millennial Mums and Dads.

We are fast becoming one of the leading voices on Millennial behaviour, providing brands and marketers with invaluable insights and advice on how to reach this crucial audience.

Download our three unique studies:


We’d love the opportunity to talk to you about the research. For more information or for UK-specific data, please contact