Who is at the forefront of the next wave of social apps? TV pundits? Tech bloggers? TED speakers? Try middle schoolers.

In 1987, when Millennials were young or not yet born, Paul Simon declared that he would never, ever license his music for commercial use. In an interview with David Letterman he said, "There would be no offer that would tempt me. I actually really resent it. They've taken the music of my generation, and all this music I treasured so much and they've associated it entirely with selling and I actually, really deeply resent it..."

Just because you're older, it doesn't mean you can't still be "with it." Some brands fail to understand this, which can lead to decreased sales and, in some cases, their eventual demise. Blockbuster Video, for example, failed to adapt to the impending streaming video storm and was unable to weather it.

In interacting with my daughter and her friends on a daily basis, it has become clear to me that this generation of kids is way more sophisticated than we were. Don't believe me? Go find a 10 year old, and ask her what she wants to be when she grows up. I know what I said at 10, and it was president of the United States (sorry to disappoint you, Mom). In my generation, the answers you would have gotten were more simple -- doctor, lawyer, police officer. That is just not the case anymore. I did a quick poll …

As social media has lifted the barriers between brand and consumer, making one-on-one conversations not just possible but expected, marketing has begun to shift to beyond-niche levels. Smart brands are targeting consumers on a personal level, making marketing into a customized, exclusive experience that feels like it is just for them. Kleenex and Kotex were two brands at the forefront of the personalized marketing movement, both targeting small groups through Facebook and Pinterest, respectively, and sending care packages and personalized crafts to only a few hundred individuals. Each gained impressions far beyond the small number of people who were sent …

As marketers continuously attempt to dive into the minds of Millennials, they may want to give notice to a new way of investing that has caught fire: crowdfunding. Whether it is for disaster relief, artist support, or startup company investing, crowdfunding has proven to be a valuable tactic to raise money through a collective effort of individuals pooling money to fund efforts initiated by other people or organizations. At a time when more aspiring entrepreneurs are trying to break through the crowd and launch their innovative ideas, crowdfunding offers the opportunity to gather investments to bring their ideas to life. …

Lately, it seems like whenever I have a discussion about branding, the word authenticity comes up, no matter what the category or age of the target audience. It seems like authenticity, and the desire to portray a brand as authentic, is on everyone's mind. So what is authenticity? Essentially it's the quality of being genuine or real, but often we use the word to mean true to its origins, unadulterated, or uncompromised. Based on research from Iconoculture, a top U.S. consumer trends firm, a strong majority of U.S. consumers agrees that "being genuine and authentic is extremely important for me …

Getting married, buying a home, and other big adult decisions are happening later in life for Millennials, and as they age up and begin to take on these major tasks in larger numbers, they're looking for tools to make the intimidating more manageable. Being a grownup doesn't come with a guidebook (as previous generations know) but Millennials are used to being able to rely on lifehacks, cheats, shortcuts, and how-tos to get things done faster and more seamlessly. They are approaching their next wave of grownup moments with the same expectations, and building a grownup toolbox to help navigate new …

I have a confession to make. A few weeks ago, thousands of my peers attended an event called the Electric Daisy Carnival over at Citi Field in Flushing, Queens. I am ashamed to admit that up until I started seeing photos of dozens of my Facebook friends ensconced in 50 shades of neon, I had never even heard of the event. I have another confession to make: I immediately wanted to be a part of the experience despite knowing nothing about it.

Video games are a big part of Gen Y's lives. But a persistent media focus on violence may have distracted us from thinking about other ways they have influenced and shaped this generation. The unwritten rules, norms and expectations of this kind of play and playability have been woven into their psyches since childhood.