Plugged into the Millennial Market. Matt Britton explains how millennials are changing the way we do business.

The rapid change in technology over the past decade has significantly disrupted the landscape of traditional marketing. Fueled by social media savvy, millennials have seized the reins of consumer power and content creation. Major media companies are still adapting to the changes in status quo while working to keep their brands attractive, relevant and profitable in an ever-changing environment.      

Matt Britton, CEO of the agency MRY and author of YouthNation, focuses on the millennial generation. Since its founding in 2002, MRY has worked with some of the world’s leading brands, including Visa, P&G, Microsoft and Coca-Cola, to keep younger audiences interested and engaged. This month, I met Matt in his office and followed up with an interview by email the next day to discuss millennial marketing.

What is YouthNation?
YouthNation is the class of consumers who grew up with the Internet in the household. This demographic has a dramatically different outlook on brand and media consumption than previous generations and intuitively understands how to use technology and social media to disrupt traditional culture.
How did today's youth become the power class? 
YouthNation harnesses an unprecedented voice to drive trends and disruptions. Previous generations were limited to an audience that was within physical reach while today's youth have harnessed audiences that have now outgrown the audience of major media companies. In addition, YouthNation has shown the ability to consistently leverage technology to disrupt institutions that have thrived for decades.

Why do youth value status updates over status symbols?
Experiences are the new social currency. No longer is it the physical items that one has amassed which generate status. Rather, it is the experiences which one has achieved that are shaping personal brands and elevating status.
How has privacy been redefined for younger generations?
Privacy is no longer defined by Social Security numbers or credit cards, but rather, it is defined by privacy in interpersonal communications. It is within these communications where privacy matters most.
How can traditional media companies stem their loss of power to tech savvy youth?
Traditional media companies need to prioritize the creation of proprietary content as a core differentiator while focusing on building channels of people-based distribution. Traditional media distribution channels have forever been diminished and no longer offer the competitive advantage they once did.