Home, Cheap Home
Looking to hit young adult consumers where they live? Try their parents' houses.
By Michelle Prather •
Opinions expressed by Entrepreneur contributors are their own.
En route to the driveway, where their little graduate student isproudly unveiling his brand-new Passat, Mom grumbles to Dad thatBilly isn't socking away enough for retirement. But Billyenvisions a rosy financial future, so long as he saves by livingunder his parents' roof. Some 18 million 20- to 34-year-oldscurrently dub their parents roommates, according to AmericanDemographics. While such living arrangements were considered a signof serious slackerdom 10 years ago, today's twentysomethingssee living at home not as a sign of failure, but as a financiallyrational decision.
"The stigma [of living at home] is gone for the mostpart," says David Morrison, president of Twentysomething Inc.,a strategic planning and marketing research firm in Radnor,Pennsylvania. "Parents still feel it, but graduates donot."
Continue reading this article — and all of our other premium content with Entrepreneur+
For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:
- Digestible insight on how to be a better entrepreneur and leader
- Lessons for starting and growing a business from our expert network of CEOs and founders
- Meaningful content to help you make sharper decisions
- Business and life hacks to help you stay ahead of the curve
