Millennial shoppers differ from their older cohorts in many ways. For one, they don’t make purchase decisions in the same manner as their predecessors. While a Baby-Boomer might look for the best value or a product with the highest quality, a Millennial might instead choose to do business with a company because they believe in its cause. (Though, as this article points out, Millennials aren’t above a cut-price deal.) As such, modern companies need to create a persona that not only delivers on traditional business concepts but can also accommodate younger sensibilities.