Millennials have been a hot topic of conversation over the past few years—how will brands market to them? How will companies work with them? How are we, as a society, supposed to adapt to them? Brands have aggressively put their stock in this generation, because they are bigger spenders than their Gen X counterparts. In addition, they are earlier in loyalty cycles than Boomers—younger Millennials tend to use the same brands as their parents, while older ones report falling off that trend, indicating that they are in the process of working out their loyalties.