The nation’s 76 million Millennials—those born between 1977 and 1994—are a generation to be reckoned with, on a par with the baby boomers. Marketing to them will require as much of a shift in mindset as marketing to the boomers once had.

Cheryl Swanson of brand strategy firm Toniq reveals the characteristics, such as conservativism, optimism, and reliance on technology, that distinguish the Millennials:

1.  Personal creativity

Millennials are expansive and creative people who demand far more from a career than just a job. They feel entitled to high pay and interesting work, and they seek freedom in their schedule. Who says you can