Goldman: how to invest in Millenials

Interesting note out of Goldman today about the “spending implications from a new generation of parents”, aka millennials. While Goldman’s note focuses mostly on individual stocks that should benefit from this age group becoming parents, the macro themes are worth taking a looking at. First off Goldman believes there will be a “cyclical increase in child-related expenditures” such as baby clothing and formula. Second, there’s going to be “a secular trend towards brands and business models that align with this generation’s unique set of values”. These values include more social and geopolitical awareness as well as heavy reliance on technology. Regarding technology, mobile tech and social media are a big part of that reliance. The article goes on to list several US companies which meet these criteria (everything from Disney $DIS to Starbucks $SBUX). (VIEW LINK)