Gen X and Gen Y youth and adults who came of age in the late eighties and nineties, or the Now and Next teens coming of age—these savvy consumer millennials are marketing veterans. They have been marketed to—directly and indirectly—since birth and through their parents, giving rise to an extraordinarily aware and often cynical audience. Belief, therefore, is granted only by experience. They want attention and need a certain level of scarcity.
