Business Week takes a look at the spending habits of Millennials in a recent article entitled Young Consumers Pinch Their Pennies.

Most of the article suggests that  the frugal spending habits of Millennials are directly related to employment and cash flow issues.  But, it could be more about what’s important and actually needed, verses a financial/employment situation…

From the article:

Hooking this generation was always going to be a challenge. Plugged into the Web’s endless information and choices, Millennials are pickier and less brand loyal than their parents. They also came of age amid eroding respect for institutions, including corporations and brands. Even before the recession they craved authentic products—for example, buying footwear from Toms Shoes, which donates a pair to poor children for every one it sells. The Millennial credo is “buy less and do more,” says David Maddocks, who runs an eponymous consulting firm that’s advised such brands as Nike’s, Cole Haan and Keds. “Boomers were about abundance, whereas this generation is about having enough.”