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Millennials...the new "baby boomers".  80+ million strong and the most ethnically and racially diverse compared to the generations older than they are, and are on pace to be the most educated.  They also represent a huge opportunity for gun retailers and range owners due to their economic power and growing interest in the sport.  Read this great NSSF report to gain valuable insight on how you should be addressing the "millennial" onslaught.