Like it or not, millennials make things happen. They’re the most connected, tech-savvy generation to ever exist, and currently make up the biggest part of the global workforce. What that means from an eCommerce stance is that they have enormous purchasing power - to the extent that unless you can 100% guarantee that they’ll never be interested in your brand, you cannot afford to ignore them.
In a drive to commoditize everything, we live in a world where big data is all about the numbers and we're all fighting for attention. Maybe it's time to take a step back and consider a different approach.