millennials question mark

Millennials. Generation Y. Whatever you call them, consumer brands understand the importance of the huge cohort born between 1980 and 2000. Whether they think millennials are refreshingly confident and engaged, inappropriately self-centered and entitled, or some combination of the two, marketers realize they are critical to the success of consumer businesses, responsible for $600 billion of spending each year in the United States.

What this number doesn’t capture is the amount millennials are spending – either directly or through significant influence – as B2B buyers in the workplace. Millennials have been rising up the ranks of their organizations, amassing power and influence, and today 73% of millennials are involved in the purchasing decisions of their companies.

In this Forbes article, Howard Breindel explains why the influence of millennials in B2B buying decisions can’t be ignored.

Read the article on Forbes.