This book is the urgently needed survival guide on how to comprehend and engage with the millennials. It's based on the author's research, presentations, and consulting work, providing you with the most current and practical insights. It covers everything you need to know about this critical demographic, including who they are, what they value, and how they make purchasing decisions. With this knowledge, you can update your marketing methods to appeal to millennials, the most impactful group of consumer trendsetters. As this generation reaches management positions, this change is only going to accelerate. You need to be prepared to unlock the powerful potential of this emerging generation, and this book is the definitive manual to help you do just that.