Millennials care less about convenience than previous generations, patiently waiting for the perfect purchase, according to Goldman Sachs. One researcher says, “they're being much smarter and much more conservative about their balance sheets.” They’re reading reviews and searching for the best deals on quality, affordable products. Take baby food for example—the product’s sales dropped 30% in the past five years because Millennial moms are opting for homemade over pre-packaged, regardless of the inconvenience to themselves. (Business Insider, Goldman Sachs)
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