By Jeff Fromm, for Forbes
"What we are observing today is a new paradigm: to successfully engage Millennials and Gen Z consumers, brands have to act in an inclusive, engaging and open manner. This requires a great deal of flexibility in communications, tone of voice, social media behavior. It all starts from within. Instead of asking themselves how to sell to these customers, brands should try and become “friends” with those new generations of consumers, participate in their lives through relevant channels and speak their language."