Op-Ed | What You Don’t Know About American Millennials

(businessoffashion.com) - At the core of today’s strongest brands are strong beliefs. For me and many of my fellow millennials, tenets like individuality, freedom of expression and global connectedness are the pillars of a value system by which I measure the authenticity of everything — including brands. But beliefs are fool's gold. Experience is what actually matters. Not the user experience offered by a brand, but the life experience of a generation. Look into our histories and you will see early signs of major consumer shifts coming up ahead. There are three powerful macro trends quietly growing amongst millennials right now. All of them are borne of the cultural and psychological experiences that shaped our lives. The brands that understand and internalise them will win.