Saving the Millennial Generation: New Ways to Reach the Kids You Care About in These Uncertain Times

For years, sociologists -- and marketing experts -- have focused on the Baby Boomers and Generation Xers. The generation after the Xers (people born since 1982), called the Millennial Generation, is in some ways a continuation of a trend. But in other ways, this generation is a breed apart. Dawson McAllister, who has worked with hundreds of thousands of young people, offers insight into how to relate to this up-and-coming generation. He talks about the forces that have shaped the Millennial...