Jane Buckingham, Founder and CEO of Trendera, discusses the ever discussed generation of the Millennials. She shares her insight about how Millennials behave, why and what that means for retailers and marketers. A key takeaway from her talk about this generation is that their oft-cited spoiled behavior is not their fault; it is their parents. She notes that this generation was raised by Baby Boomers who gave them gold starts for everything they did. And, she blames marketers too for giving them the “buy one, get one free, here is an alternate ending, come into my store and I’ll give you a concert.” After having done that for so many years, now those same people are complaining about it.