Why Millennials Aren't Spending Any Money

The Cheapest Generation
FILE- In this Wednesday May 18, 2011, file photo, students take part in a demonstration in Madrid. Economists fear that years of unemployment could produce a European version of Japanᅡメs ᅡモLost Generationᅡヤ, the young adults who looked in vain for jobs in the 1990s and today find themselves permanently locked out of good careers. The longer young adults stay unemployed, the longer they contribute nothing to economic growth. (AP Photo/Arturo Rodriguez, File)
FILE- In this Wednesday May 18, 2011, file photo, students take part in a demonstration in Madrid. Economists fear that years of unemployment could produce a European version of Japanᅡメs ᅡモLost Generationᅡヤ, the young adults who looked in vain for jobs in the 1990s and today find themselves permanently locked out of good careers. The longer young adults stay unemployed, the longer they contribute nothing to economic growth. (AP Photo/Arturo Rodriguez, File)

In 2009, Ford brought its new supermini, the Fiesta, over from Europe in a brave attempt to attract the attention of young Americans. It passed out 100 of the cars to influential bloggers for a free six-month test-drive, with just one condition: document your experience online, whether you love the Fiesta or hate it.

Young bloggers loved the car. Young drivers? Not so much. After a brief burst of excitement, in which Ford sold more than 90,000 units over 18 months, Fiesta sales plummeted. As of April 2012, they were down 30 percent from 2011.

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