Millennials are not as interested in drills, machine shop workbenches, gardening, and any number of do-it-yourself items as their boomer parents.
Why should they be? Home ownership is far lower and their boomer parents did not have mountains of student debt. So what's an advertiser to do?
The Wall Street Journal reports America's Retailers Have a New Target Customer: The 26-Year-Old Millennial.
The Scotts Miracle-Gro Co. has started offering gardening lessons for young homeowners that cover basic tips—really, really basic—like making sure sunlight can reach plants.
"These are simple things we wouldn't have really thought to do or needed to do 15 to 20 years ago," says Jim King, senior vice president of corporate affairs for Scotts. "But this is a group who may not have grown up putting their hands in the dirt growing their vegetable garden in mom and dad's backyard."