Millennials have been the focus of advertisers, retailers and media for over a decade, but as influential as this group has been, meeting millennials' expectations has proven difficult.
A Q1 2018 survey of US customer experience executives by WBR Insights found that more than one-third said they felt pressure to adapt to millennial preferences, and to do so fast.
A larger number said they are making changes, but they view the shift less urgently, saying the alterations will have a long-term effect.
Only 8% saw no difference in millennial preferences.