Millennials have surpassed baby boomers as the nation’s largest living generation, according to population estimates released earlier this year by the U.S. Census Bureau. Those between the ages of 18 and 34 in 2015 now number 75.4 million, surpassing the 74.9 million baby boomers (ages 51 to 69), and represent $200 billion in buying power. With immigration adding more numbers to this group than any other, the millennial population is projected to peak in 2036 at 81.1 million.

This special report examines consumer behaviors of this age group that packaging designers and brands need to effectively address and act on in order to capture this large market share.

The article also includes a sidebar with results from a survey conducted with sister brand Packaging Digest that assessed whether our readers felt plastic packaging has a future with millennials.