Brands spent years chasing Gen Z. Now it's a 'millennial summer.'

""Millennials are maturing into the leadership position of the culture; what we deem cool or nostalgic is now surfacing back to the top," said Charlene Polite Corley."

""Gen Z may drive culture online, but millennials are converting. They're buying concert tickets, booking the travel, and showing up for experiences.""

""Take Gap's recent campaign using Kelis 'Milkshake' song," Corley said, referencing how brands are tapping into millennial nostalgia."

Millennials are experiencing a cultural resurgence, marked by the return of shows like 'Laguna Beach' and the popularity of early 2000s fashion. This generation, accounting for 28% of US retail spending, is now in leadership roles, influencing cultural trends and consumer behavior. Brands are recognizing the financial power of millennials, who are actively participating in the experience economy. As traditional milestones become less attainable, millennials are prioritizing experiences, leading to a shift in cultural focus back to their preferences and nostalgia.

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