The millennial generation, now in their 30s and 40s, is a dominant consumer force that continues to shape industries and redefine consumer expectations. The Covid-19 pandemic has had lasting effects on their lives, influencing their approach to work, family, and purchasing behavior. Pre-pandemic strategies for marketing to millennials have evolved, and businesses must adapt to these changes. With millennials making up a significant portion of the U.S. consumer base and wielding considerable buying power, understanding their shifting priorities is crucial.

This year marks a historical workplace milestone with six generations in the workforce at one time, from Traditionalists, who still hold many significant leadership positions, to Baby Boomers, Gen X, Millennials, Gen Z, and finally Generation Alpha, who are working their first summer jobs. That many generations in one organization can pose a particular set of challenges, specifically when it comes to communication, processes, and preferences.