The majority of parents with "children" 18 - 29 have at least one of those young adults living at home with them. And brushing the situation off with "well, it's the economy" is superficial.
The parents find it confounding. Over 60% don't understand this at all. They agree that when they were young adults, they couldn't wait to separate from their parents. That they were eager to take life on, make their mark, experience the world. They don't understand why their kids don't seem to want to separate (even if the can't, shouldn't they at least want to?)
And 75% of them find the whole situation incredibly stressful. As one mom said to me, "When I tell her that I think she's drinking too much, she tells me it's none of my business - that she's all growth up. But when there's no milk in the fridge, she complains." The very definition of stress: having responsibility without authority.
To learn about how this phenomenon affects household dynamics and product purchase decision making, please send me an email. kay@energyannex.com.
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