Millennials have been blamed for "killing" a number of things -- from napkins to diamonds to the divorce rate -- but, in a shocking turn of events, the youngsters are now being thanked for their services.
As Vox reports, the Christmas tree industry is thriving, thanks to the resurgence of real Christmas trees, which are the preferred choice of millennials.
According to Square Inc., a financial services company that partnered with the National Christmas Tree Association for their million-dollar "Keep It Real" campaign (highlighting the benefits of real Christmas trees), the influx of millennials in the Christmas tree market is a major reason for the revival of live trees and a profitable industry for the first time in years.
Per Square Inc., the 30-percent rise in the purchase of artificial trees since 1992 was due to baby boomers becoming empty-nesters as their children grew up, no longer feeling the need to go through the hassle of bracing the winter temperatures for a live tree. But, now, their millennial kids have become young adults who shop for trees of their own and are leaning towards the real Christmas trees from their childhoods, which the National Christmas Tree Association posits is, in part, because of their nostalgic aspect, as well as the ever-growing concern for the environment.