Interesting Research on the Next Market

The Millennnials -- not a bunch of tattooed, pierced, boomerangs according the J. Walter Thompson. The venerable adverting agency released its findings of surveys of the 21-29 year olds. Read the whole thing in the Washington Times. One quick quote:

Among the findings: 94 percent said they respect monogamy and parenthood, while 84 percent revere marriage. Eighty-eight percent respect the U.S. Constitution, 84 percent respect the military and more than three-fourths believed in the proverbial "American dream." Fewer than one in four, however, said they have any admiration for Hollywood.

Sounds like a huge future for college sports, that ever-so-old-school hobby.