Brands and companies know that students, or millennials age 18-29, have extremely different spending habits than older millennials and Gen Xers. For example, you may spend more on beauty products and have more complex beauty regimes. Compared to older generations, young millennials are sportier, healthier, and more adventurous eaters. They know that students feel more eco-conscious than other age segments, and value “authenticity” in brands and making purchase decisions. With this shift, brands want to cater to the taste-makers by understanding the student perception and what they care about. Survey data from students helps brands better create products and services.