I was born right between Gen X and Millennials. Sometimes I am included as a millennial, sometimes not. I'm 50/50 on this list. - Applebees: DEAD. "Low-quality

I was born right between Gen X and Millennials. Sometimes I am included as a millennial, sometimes not. I'm 50/50 on this list. - Applebees: DEAD. "Low-quality restaurant sees declining sales." Color me shocked. Suffice to say, I haven't set foot in an Applebees / Chilis / etc. in years. I was given a gift certificate a couple years ago, and used it at their sister restaurant On The Border for margaritas only. - Beer: ALIVE. I'm surprised here, given literally all my friends love microbrews. I have a case of Starr Hill in my fridge right now. Is this looking at "Big Beer" and ignoring craft breweries? They also mention that "younger consumers prefer wine and spirits to beer", but use Constellation Brands as an example. Other than Corona / Modelo, Constellation is primarily wine (Black Box, Estancia, Robert Mondavi, Toasted Head, Woodbridge). - Napkins: DEAD. Just a pain. Drives my mom nuts. That said, I do have linen napkins for nice occasions. - Hooters: DEAD. Full of creepy old men who wish it was still the 80s. - Cereal: ALIVE. My wife, in particular, eats cereal almost every morning. - Golf: ALIVE. I enjoy golf. I don't get out to play as much as I'd like, and when I do, it's usually 9 holes. A full 18 just takes too long. - Motorcycles: ALIVE. I used to ride a 1,000cc Aprilia Tuono R, but sold it when I had my first kid. I miss it. Most of my motorcycle-riding friends are on the same trajectory, but that has nothing to do with generation. - Homeownership: ALIVE. Just bought my second house. 50% of my friends own. - Yogurt: ALIVE. Confused here, too, as they turn around and mention that Greek yogurt is popular. Anyway, yogurt (Greek) for lunch today. - Bars of Soap: ALIVE. I like Caress. - Diamonds: ALIVE. I have bought my wife a few. Just so damn expensive, and synthetic stones have reached par in quality. - Fabric Softener: DEAD. According to Procter & Gamble's head of global fabric care, millennials "don't even know what the product is for." I don't know what the product is for. - Banks: ALIVE. Though what they really mean is: physical bank branches. In which case: DEAD. I haven't visited a physical bank in years. Schwab is great. My wife recently opened a business credit card at BB&T, and they told her she had to come in person to change her address. She is considering cancelling her account. - Department Stores: DEAD. Sears and Macys are ghost towns. Norstrom does better. I feel like the quality is generally lower-end, and I can get a cheaper price online for the good stuff. - Designer Handbags: ALIVE. Most of the millennial women I know have at least one "nice" bag. Michael Kors and Kate Spade are kind of "young" or entry-level. Tory Burch does well, along with stalwarts like Louis Vuitton and upstarts like Shinola. - Gyms: ALIVE. I belong to a "big-box" gym. I like all the different classes I can take, or that there are other facilities available. - Home Depot: ALIVE and I am singlehandedly keeping them afloat. I guess this aligns with the "homeownership" bucket, but renters need stuff, too. I went to Home Depot twice this weekend. - Football: ALIVE. I can't wait for the fall, NCAA, and fantasy football. We did ditch cable this year, and that definitely has an impact. Football needs to catch up to viewer trends. Oddly enough, they miss the biggest existential threat to football: violence and brain injury. - Oil: ALIVE. What? Sure, electric cars and bicycle usage are going to cut into gasoline sales, but this is just silly.