The University of Texas at Austin and Richards/Lerma release second wave of comprehensive research findings on ethnic Millennials

The "Millennials Deconstructed" initiative was supported by a nationally representative online research study conducted among 1,000 Millennials aged 18 to 34, with representation across White, Black, Hispanic, and Asian ethnicities. The quantitative findings were enhanced with qualitative ethnographic interviews, a comprehensive social media listening effort, and academic desk research to provide an in-depth look into the subtle differences among today's highly diverse multicultural Millennial groups.

Richards/Lerma and The University of Texas at Austin, Stan Richards School of Advertising & Public Relations will provide free access to all findings through the release of a series of research reports. The first report, "New Political Beat" on Millennial political beliefs was release last October, and today marks the unrestricted release of the second report, "American Dreams," centered on Millennials' varied aspirations and attitudes toward the American Dream.

Findings are eye-opening and often counterintuitive to what is portrayed in mainstream media:

• Expecting to uncover at least hints of despair, apathy, and hopelessness in Black Millennials, we found the opposite. They are the most optimistic segment.  With a heightened sense of control over their future, they have the most faith that their hard work will pay off.
• Many Hispanics feel misrepresented as cultural intruders, blamed at least in part for what some see as a deteriorating American society and culture. But the data suggests that there's been a misdiagnosis. Hispanic Millennials are the most traditional keepers and seekers of the American Dream.
• The minority Millennial segments will contribute the most energy toward pursuing and keeping alive the American Dream. Their racial setbacks fuel their motivation and oddly their optimism and traditional values as well.
• With more achievement in their family history, White Millennials are less energetic about the American Dream and future aspirations than the other three ethnic segments.

Over coming months, the third and final report will be released by Richards/Lerma and The University of Texas at Austin featuring findings about Millennial media behavior broken out by various ethnic segments.

To learn more about the "Millennials Deconstructed" research project and download the comprehensive second report, "American Dreams," visit www.millennialsdeconstructed.com.

About Richards/Lerma

Richards/Lerma is a full-service branding and creative agency dedicated to crafting insightful and relevant communications for the multicultural market. Based in Dallas, Richards/Lerma was founded by Pete Lerma and Stan Richards, creative director of the nation's largest independent branding agency, The Richards Group. Current clients include Avocados From Mexico, Bud Light, Budweiser Chelada, Chrysler, Clamato, Dr Pepper, MetroPCS, Mission, The Home Depot, and Ram Trucks. Richards/Lerma can be found online at richardslerma.com and on Twitter at @richardslerma.

About The University of Texas at Austin, Stan Richards School of Advertising & Public Relations

The University of Texas at Austin, Stan Richards School of Advertising & Public Relations defies categorization as a catalyst for growing exceptional communication specialists who are eager to enter the business world, as well as a Research I academic institution launching innovative scholars via the advanced study of advertising and public relations at both the master's and Ph.D. levels. More information can be found online at http://advertising.utexas.edu.

SOURCE Richards/Lerma

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