In a new interview with Luxury Listings, the entrepreneur who built an empire out of aspirational living, points out how difficult it can be to define the Millennial consumer.
"I think every business is trying to target Millennials," she said. "But who are Millennials? Now we are finding out that they are living with their parents. They don't have the initiative to go out and find a little apartment and grow a tomato plant on the terrace."
She goes on to add, "I understand the plight of younger people... The economic circumstances out there are very grim. But you have to work for it. You have to strive for it. You have to go after it."
Even though she has re-vamped her image to make her more approachable and appealing to Millennials--last year's roast of Justin Bieber is one shining example--she criticized companies' fixation on pursuing Millennial customers. What Stewart doesn't know about Millennials could fill a book.
Contrary to what she seems to think, Millennials are not choosing to live at home with mom and dad because they want to. They're coming out of college with skyrocketing student debt and entering a job market with unenviable unemployment rates.
Entrepreneurs who can figure out how to cater to this massive group of individuals will certainly be served by the knowledge. And you can rest assured, they won't need to know how to grow tomatoes either.