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As a 23-year-old consumer, I can tell you this: my attention is short, my demands are great and my purchases are diverse. I live in a day and age where social media apps, slogan tees and even Nike sneakers can be customized to fit my lifestyle.

I represent Generation Y, or Millennials as we are often called. While we may seem fickle, limited and spoiled to most retail professionals, we’re quite the contrary. Our lifestyle and shopping habits will determine the sales revenue of the retail industry, affecting everyone from big-box retailers to mom-and-pop stores, for the next 15 years. We are responsible for the return of our nation’s thriving economy.

To put it bluntly, if you’re uncomfortable with marketing to Generation Y, or refuse to understand our unique demographic, your store will not see 2020. To understand Generation Y is to overcome many obstacles in the retail industry.

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