Millennials Are Destroying These Brands More Than You Think, but That’s OK

Millennials are pretty ruthless. From casual dining chains to bar soap to napkins, this much-maligned generation has been accused of killing, well, pretty much everything. The tendency to point the finger at young people whenever a company starts to stumble is so common that it’s become a punch line.

"millennials, a generation of murderers" tweet

“Millennials, a generation of murderers” | Brandon Sheffield via Twitter

Of course, millennials aren’t deliberately setting out to murder America’s favorite brands. Rather, some companies aren’t doing a great job of appealing to changing consumer tastes, and they’re suffering the consequences. That’s called capitalism, not a killing spree.

So which brands are guilty of trying to lay their own failures at the feet of America’s favorite generational scapegoat? We’ve rounded up 15 of the most prominent struggling brands millennials have been blamed for destroying.

1. Harley-Davidson

Harley-Davidson bike

A Harley-Davidson bike | Jean-Philippe Ksiazek/AFP/Getty Images

Their boomer parents might have dreamed of hitting the open road like Peter Fonda in Easy Rider, but motorcycles don’t have the same cultural cachet for millennials. At least, that’s what industry analysts who are worried about Harley-Davidson think. Alliance Bernstein recently downgraded its outlook for the cycle-maker in part because “data suggests the younger Gen Y population is adopting motorcycling at a far lower rate than prior generations,” CNBC reported.

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