Despite stubbornly high unemployment rates, Millennials' purchasing power is growing rapidly. At nearly 40 million strong, this group is expected to contribute to the economy in a big way, spending $200 billion annually starting in 2017, and investing a higher%age of their income than any other generation. As far as personal finance and financial-centered products are concerned, we can't afford to ignore them. And lucky for us, Millennials are more open to financial advice than any other generation. As we make an effort to speak more directly to Millennials, here are three key things to keep in mind.

Millennials are sending mixed signals. On one hand, they share more publicly (i.e., online) than generations older than they are willing to, but at the same time they vociferously defend their right to privacy.

They're young, thirsty, and ready to pop the cork-but Millennials aren't drinking wine like their parents did. Boomers value the snobbiness of wine, while Millennials care more about authenticity and adventure than luxury, looking to spend an average of $10-12 per bottle.

The generation that many groups have characterized as lazy and self-absorbed is suddenly entering the parental space. Millennials are starting to become moms and dads. As a matter of fact, 10.8 million American households are now headed by Millennial parents, according to a recent study by Barkley, "Millennials as New Parents." However, according to more than one source, the generation that many marketers thought they had pegged in terms of priorities and values may be very different than originally perceived. It seems that, especially once they become parents, Millennials take a more modest approach to consumer habits, valuing quality over …

Fatherhood is not what it used to be, and I mean that in a good way. Dads have become more invested in their children, both emotionally and physically. This isn't to say fathers today love their children more than, say, our fathers loved us. This is simply to say that times are changing when it comes to how Millennial dads approach their role. Dads today are changing their behaviors, embracing their responsibilities, and shopping more than ever before, so it's crucial we connect with them in meaningful ways. Millennial dads are behaving differently than their fathers in three key ways.

We've known for a long time that a picture is worth a thousand words. Now we know what a disappearing picture is worth: $3 billion. That's how much Facebook put on the table to buy Snapchat. The two-year-old photo company that redefined "now-you-see-it-now-you-don't" seems to think it's worth even more: it turned down Facebook's offer. This may be more shocking than all of the racy photos combined that people have sent using the app.

We often tell brands that one key of representing and talking to Millennials authentically is understanding how they see themselves, and how they talk to one another. But maybe what we need to start saying next is that once you think you've started to understand how they talk, it's probably not the best idea make fun of them for it.

No other generation has taken the term "foodie" to the level of Millennials. Just as the amount of Instagram photos of duck confit has risen in recent years, so has the amount of money that Generation Y is willing to spend on a good meal and a night out. According to an infographic on MillennialMarketing.com, 87% of Millennials will splurge on a nice meal even when money is tight. So why is there such an interest in quality food among Millennials? And what can marketers as a whole learn from this trend?

Seeking instant validation, imbued with a sense of entitlement, enjoying an extended adolescence. Traits that have often times been used to characterize the Millennial generation. Traits that may be outdated as younger Millennials look to arm themselves with a new approach and the tools they need to succeed in uncertain times.

Kids have always had some input on family decisions, but today's Gen We has more influence than the generations that came before them. The restaurant category is just one of many feeling the effects of Gen We's strong point of view. A 2013 NPD study found that nearly a third of visits to restaurants include children. Of those visits, Mintel data indicates that the parent was likely to have let their children pick the restaurant 26% of the time. Thus, it's critical that restaurants have a strategy to increase their Gen We appeal, as these kids expect more when it …