Millennials are becoming more reluctant to spend than previous generations. Successful brands will need to show their value to engage Millennial shoppers.

The other day, a friend of mine pointed out that I should have opened up a Roth IRA years ago--"I've had one since I was 16," he shrieked. If a recent study is to be believed, he may be an outlier in our generation. In the New York Times, Annie Lowrey examines a study from the Urban Institute, which shows how young Americans are making, spending, and saving less than the generations that came before.It's not a huge surprise: The recession deeply affected 20-somethings who were in or just out of college.

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