I’ve been speaking and writing about millennials for a while, and with good reason. By 2020, less than four years from now, millennials, also known as Gen Y or those born in the 80’s and 90’s, will make up the majority of the workforce. This isn’t just another generational group we try to assimilate, cater to, and manage. This will be THE generation in-charge in the coming years. As consumers, millennials’ relationships with brands and how they choose to do business has been truly enigmatic to most. In regards to their shopping habits, they are unlike any generation before them. I’ve looked at how banks are missing the mark when it comes to millennials, and in this piece I would like to focus on how retailers are losing the millennial marketing game. Read more at Forbes.