--- title: Has The Recession Made Millennials Into Tightwads? description: Has The Recession Made Millennials Into Tightwads? image: https://www.pkgbranding.com/hs-fs/file-4101450413-jpg/blog-files/1672248-poster-1280-money-100-300x1681.jpg --- [![PKG Packaging](https://www.pkgbranding.com/hubfs/PKG%20Jan20%20-%20assets/pkg-logo.png) ](https://www.pkgbranding.com/) [![Hangar12](https://www.pkgbranding.com/hubfs/Hanger%20Image/Hanger-12.webp) ](https://www.hangar-12.com/) [312.870.9101](tel:+1.312.870.9101) # Consumer First Insights ## Has The Recession Made Millennials Into Tightwads? Written by Kevin Keating at PKG Millennials are becoming more reluctant to spend than previous generations. Successful brands will need to show their value to engage Millennial shoppers. ![Money Money! ](https://www.pkgbranding.com/hs-fs/file-4101450413-jpg/blog-files/1672248-poster-1280-money-100-300x1681.jpg?width=300&height=168&name=1672248-poster-1280-money-100-300x1681.jpg) 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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All Rights Reserved ![linkedin](https://dc.ads.linkedin.com/collect/?pid=315946&fmt=gif) ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kevin Keating at PKG" }, "dateModified" : "April 22, 2016, 2:09:33 AM", "datePublished" : "2013-04-15 09:18:00", "description" : "Has The Recession Made Millennials Into Tightwads?", "headline" : "Has The Recession Made Millennials Into Tightwads?", "image" : { "@type" : "ImageObject", "url" : "http://cdn2.hubspot.net/hub/537000/file-4101450413-jpg/blog-files/1672248-poster-1280-money-100-300x1681.jpg" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://cdn2.hubspot.net/hubfs/537000/PKG-1.png" }, "name" : "PKG Brand Design" } } ```