As a diverse millennial cohort begins to take its position as the dominant purchasing group, their expectations for interacting with brands are driving a fundamental shift in the way companies plan & execute marketing campaigns.

They face economic challenges that weren’t present in previous generations, which has put more pressure than ever on brands to deliver value and consistently demonstrate their intentions to make life easier for their consumers.

In addition to this focus on value, millennials demand brand interactions (beyond the products themselves) that improve their daily lives – whether it’s an eCommerce solution that saves them time at the store or a recipe delivered at the exact moment they’re wondering what to have for dinner that night.

The most successful companies moving forward will be those brands that understand the value of creating a conversation with consumers instead of just talking at them, and embrace the accompanying shift in the way future marketing campaigns & initiatives are structured as a result.