Retail has changed a lot over the past decade due to the generation driving demand shifted from the baby boomers to millennials. It is clear that millennials want completely different things from the companies they purchase from. Legacy brands and retailers are struggling to adapt to those differences while younger, more nimble companies are adapting and prospering. The companies that are successful with millennial retailers are the ones who act more human than the ones who don’t. Meaning, companies that are well defined and almost niche businesses, have a stronger millennial customer base. Successful retailers also have mastered the transition from retail to mobile.