What the generation values most

How to meet their expectations

It's not much different than millennials, AARP says

Going beyond age and gender demographics

The luxury brands we work with are looking to 2025 and 2030, when millennial spending will dominate the luxury goods market. Only time will tell whether millennials can sustain that activity, but being confident and prepared to break from the traditional behaviors of luxury brands is critical to success. We're helping Bentley pioneer a single application called Bentley Network for their customers.

We saw that VR, especially among the millennial generation, was becoming more mainstream and affordable. When we started our pilot program, there was a lot of traction from the 3-D-rendered VR experiences we created. Our next step is the 360-degree, realistic, still-life experience to provide insight into a real-life situation.

Now we need to make a shopping experience that caters not only to women without little kids, but also tweens and college-age young adults. We also discovered that a passionate percentage of our customers are highly engaged teachers or supporters of teachers, so we're providing classroom organization solutions, school supplies and learning by subject.

We're asking how we can personalize our communication with every guest, whether that's a millennial or a traveler from an older generation. We communicate with some of our more frequent guests via WhatsApp, because that's where they are and how they want to be communicated with.

But this is changing as millennials cut the cord, and our media placements must evolve as well. What's your digital video ad spend like currently? It's social video-heavy. We run pre-roll ads on YouTube, and we have Facebook in-stream and Messenger ads, but the majority of our social video spend is on Instagram ads.