In the United States, "millennials" are expected to inherit $90 trillion in assets from their elders over the next ten years. The report points to the difference in perspectives between younger and older generations, which will lead to "a substantial reevaluation of marketing strategies for anyone wishing to sell products or services to this newly wealthy group” According to Knight Frank, 80% of men and 79% of women surveyed say they are trying to reduce their carbon footprint.
“Male baby boomers have a different point of view, with only 59% of them trying to reduction their impact, well below their female counterparts (67%),” says the international real estate agency.