For many Millennials nowadays, graduating from childhood into adulthood seems to be an especially uncertain passage. The confluence of student loan debt, underemployment, and delayed marriage has resulted in a unique generational moment when more American young adults currently live with their parents than in any other living arrangement, according to the U.S. Census Bureau.

Whether it is a brand, professional sports league or media company there is a perpetual challenge to be authentic while appealing to younger demographics. Call them Millennials. Call them Generation Z. Call them the iGeneration. It is critical for any entity distributing a product to form a connection with these users. How can this be accomplished without looking inauthentic on social media? Nobody wants to be the old guy at the party talking about SnapFace or InstantChat, unless you are Bill Belichick.

Authenticity and transparency are today's watchwords and have become synonymous with millennial audiences in our digital environment, the only environment millennials have ever really known. Consequently, brands are now able to connect with these always-on consumers in an unprecedented way.

With all the buzz around new technology, the latest apps and the future of media, it is easy to assume that everything is moving in the direction of on demand, customizable content. However, in surveying and talking in person with thousands of young people across the country we find that even the latest and greatest new music inventions can never fully replace the connection they feel to live AM/FM radio and the personalities that bring it to them.

While the YOLO mentality runs rampant amongst millennials, this demographic is quickly becoming more aware of the importance of financial planning. That's because major life events like starting a job, buying a house or starting a family are coming into play for the first time - all of which are also significant financial milestones.

There is a big reason why marketers have spent the last five years obsessed with Millennials - the numbers. Millennials total 75.4 million and have overtaken Baby Boomers as America's largest generation. The business community is also starting to pay attention to the next generation, Gen Z. This group of people under the age of 20 is already almost as large as Millennials. Millennials and Gen Z combine to make up more than 50% of the entire U.S. population. The future is now.