The executives? ?What Millennials are Thinking from Content to Brands? session revealed powerful statistics showing the creativity and autonomy that is commonly seen among the millennial generation. These executives believe brands should respond proactively by joining the conversation and mimicking their behavior.

?Brands must stop interrupting what these consumers are doing and become what they are doing,? said Edwin Wong, senior director of B2B insights at Yahoo, South Pasadena, CA. 

More than 50 percent of the U.S. workforce is millennials and they spend $1.4 trillion every year and these numbers will undoubtedly grow. It is expected that millennials will make up 30 percent of retail sales by 2020.

This age group tends to be more creative, given their access to better equipment, such as smartphone cameras, and they are more diverse and value equality. They are very interested in entrepreneurism and fun and positive experiences. Therefore, given their interests in general form, brands are now expected to deliver content in response to these facts.

It is believed that brands such as Toms are more accepted among this generation because of its focus on doing good for the world. Roughly 75 percent of millennials share a non-profit event on Facebook. The good of the world is of importance to them. 

Statistically, millennials have access to 7.1 devices on average, and 72 percent want to connect to news across all devices. Fifty-five percent are watching videos several times per day on different devices. Regarding videos, there is an average of five sites that millennials seek out to consume this content.

This generation wants to succeed and be informed. Brands placing their content on multiple platforms have a better chance of reaching this audience.

Also, brands that will embrace these behaviors will be able to survive in the long run.

Condé Nast Entertainment executives at the Mobile Women to Watch 2015 Summit said that statistics in millennial behavior is helping to shape its overall marketing strategy due to their extensive use of mobile devices.

The executives? ?Mobile, Social and Video: Drivers of Digital Growth with the Millennial Audience? session looked at statistics on the millennial demographic and their common behaviors involving smartphones and sharing content. Knowing that millennials are most prevalently consuming and creating video and social content on their own personal devices, Condé Nast Entertainment aims to stay connected to these always connected, emerging consumers (see story).

Aeropostale and Asos are also among the few brands that are targeting millennials and getting mobile right by providing lifestyle content and establishing credibility with an audience that appreciates quality.

While many brands are now considering the millennial generation, they still lack in efforts aiming to include themselves in every aspect of these consumers? lives and are still focused on traditional, deal-oriented marketing. Transforming a brand into a provider of wholesome lifestyle content can turn millennial consumers into loyal customers (see story).

Millennial behavior is undoubtedly shaping brands? approaches to marketing.

?There is a huge market to take a company to a pro-social agenda,? said Kesila Childers, vice president of digital media at Bunim/Murray Productions, Los Angeles. ?It will become more important in the coming years because this generation wants to put a stamp on what they care about.?