retail news in context, analysis with attitude

"A new study out Monday from Merrill Edge shows that Gen Y, defined by the study as those 18-34, is starting to save for retirement earlier than any other generation," USA Today reports. "Many are investing by age 22, compared with Baby Boomers who started on average at age 35."

In part, the story suggests, this may be because this generation is increasingly skeptical about the long-term viability of Social Security: "The survey shows that just under half of Millennials indicated plans to rely on public programs for retirement, down from 63% of Millennials who said the same in 2011."
KC's View:
Behavior that affects how people save also affects how they spend ... and I think that it will be important for marketers to pay attention to things to which Gen Y ascribes value.