Conventional wisdom called Millennials a kind of Peter Pan generation that would be unchanging in their unique approach to life. But a funny thing happened. In the past decade, Millennials matured to adulthood. While not necessarily tech-native, they had access to smartphones, e-commerce, and social media during much of their formative years. And thus, they became the largest (and most diverse) American demographic and a phenomenal source of purchasing power and influence (projected $200 billion in 2017). Armed with an infinite font of information, buying channels, and social media, this demographic ushered in an era of disintermediation. Add to it a high barometer for inauthenticity and an insatiable appetite for new experiences, and providers began to rethink their offerings.
