Age

• The typical buyers of crystal gemstones are in their 20s-30s making them a millennial cohort.

Gender

•  Women comprise the majority of this group to PS Mag and Fast Company.

Marital Status

•  54% of millennial women are married.
•  21% have never married, but want to be married.
•  5% have never married and have no plans to marry.
•  20% were previously married.

Religion

• This group isn't known for being religious, with only half of millennials believing that God exists.
• Only 40% say that religion is very important in their lives.
•  42% of Americans believe that spiritual energy can be located in objects, like crystals.

Income/Employment

• The average millennial combined household income is $69,000.
• The average salary of an executive must also be taken into consideration, since this is a significant part of the demographic. The average business executive makes $81,708 yearly.
• Therefore, the minimum income of a crystal purchaser would be $69,000, but it is very likely that the amount is closer to that of a business executive which is $81,708.
•  Colleen McCann, who is a spiritual shaman and uses crystals to aid her, states that over half her clients are entrepreneurs and business executives. Although they do not purchase the crystals from her, this is indicative of the consumer base.
• Even though women are the most populous of the group, business men are a growing group that purchase crystals. They purchase the crystals due to stress and to make better business decisions.

Education

• Millennial women are, for the most part, better educated than their predecessors, with 43% having college degrees.
• Taking into account that a good portion of this group has a professional job, we must also look at the fact that business executives almost always have a Bachelor's degree if not a professional degree.
• Therefore, the majority of crystal buyers are college educated.

Habits

• They most likely appreciate the idea of creating a daily ritual to add calm into their very busy routine.
• This group tends to be inpatient and will take the easier alternative.
• They will seek advice from those they admire.
•  87% try to save money for a rainy day.

Values

• This group understand the importance of bringing nature into their lives.
• She is generally accepting of others.
•    Social causes are important and ways to support them are sought out.
• Maintaining a work-life balance is important (47%)
• Human rights (91%), healthcare inequality (89%), poverty (88%), gender equality (83%), and animal rights (80%) are important issues.

Beliefs

• They believe in the energy of crystals and the benefits they provide.
• They believe crystals can help them get rid of bad energy.  
• They are part of an "individualistic culture" and do not believe they must go to a religious service to be spiritual.
• More than 40% state they feel a "deep sense of wonder about the universe at least once a week."
• Over 25% believe in the spiritual energy of mountains and forests.
•  84% do not trust advertising.
•  36% believe that science and technology can solve many of the world's problems.

Purchasing/Spending

• Business executives will purchase citrine to boost power and wealth.
• Nearly 80% would prefer to spend more on experiences than possessions.
• Social media is used as a referral system for many when researching products.
• She will spend more for a socially responsible product.
• There is a 96% chance that she will use her smartphone while in the store to compare products.
• She enjoys receiving marketing emails, but prefers to get only one 1-3 per month.
•  93% prefer their products to be high-quality.
•  42% prefer designer or luxury brands.

Likes/Dislikes

• She will actively avoid commericals and ads (77%)
• They are more likely to order takeout than other generations.

Hobbies

• Nearly 25% see yoga as a spiritual practice.
• They take 4.2 trips per year.

Media Usage

•  68% subscribe to Netflix, followed by Amazon Prime (49%), and Hulu (40%).
• They participate in social media daily.
• They enjoy generating their own content.
•  40% state that Instagram is the best way for brands to reach them.