Appealing to the decision-makers of tomorrow, the millennials, is an increasingly complicated challenge for marketers, particularly those working across B2B businesses.

We hear a lot about Millennials today: they're the largest living generation, perhaps they're entitled, they might be ruining retail, etc. Whether it's ideologically or behaviorally, there is a sense that Millennials are different from previous generations - and that difference doesn't end in the B2C universe.

I've been in a few meetings over the past months where grumbling about Millennials has been an underlying theme. So entitled. Easily sidetracked. Need extra praise. Okay, some of these things may be true on a superficial level, but the Millennial generation has shown us, as consumers, the power we have that we now take for granted. Even we Gen Xers appreciate the influence that Millennials have insisted on, without even realizing it was our younger counterparts who got the ball rolling.

Millennials are one of the most inherently multicultural consumers in the U.S. In fact, of the 75 million Millennials in the U.S. today, more than 42% are multicultural.