Millennials are often thought to have smartphones practically attached to their bodies making them constantly online and have a desire for interactive experiences.

One result from this is that Millennials is that Millennials want to interact with brands and be part of the process. In essence, they want to co-create the brand, their experience and their customer journey.

I spoke with eMarketer about this topic for their report, “Millennials in the Marketplace: A Generation Moving on Its Own Unpredictable Path.”

The full report can be downloaded through the eMarketer website.