The largest proportion of Millennials, the mainstream, live in urban or suburban areas. This group is nicknamed “Bros and Brittanys” and they make up 38% of Millennials. They show strong enthusiasm for brands. The “Engaged Idealists” make up 19% of Millennials. They tend to hold progressive values and be ambitious. The “Lone Wolves” also make up 19% of Millennials. They actively disengage from society and reject authority.