29 Boomer Brands Struggling In The Time Of Millennials

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Harley-Davidson

Source: https://cnet3.cbsistatic.com/

Even Harley-Davidson motorcycles are failing to get the interest of younger consumers. While their baby boomer parents might have dreamed about buying and riding the most iconic motorcycle brand like Peter Fonda in Easy Rider, Arnold Schwarzenegger in Terminator 2, or John Travolta in Wild Hogs, the quintessential big bikes simply don’t have the same cultural appeal to millennials. While the speed machines might have symbolized rebellion and freedom for earlier generations, millennials see them as unnecessary luxury items they could do without while they still deal with the financial consequences of student loans. Instead of buying a gas-guzzling Harley-Davidson, environmentally conscious millennials are going with more affordable, practical, eco-friendly scooters that they find more conducive to urban riding. Or, they’ll just use public transportation, ridesharing, or ride-hailing apps.