Millennials are growing up. In my last Engage: GenY contribution, I highlighted the media's tendency to overlook the fact that many older Millennials are already far along in the "game of life," if you will. It goes without saying that the way this generation pursues life's steps is different from that of Boomers and Generation X. Technology has obviously played a huge role in the lives of Millennials and will continue to do so. Because of this, brands should focus on ways in which they can incorporate this technology into their everyday lives.

We are visual creatures. Images convey information to us more quickly - and often more emotively and powerfully - than text or speech. So it makes sense that, in a world full of more content than we can possibly absorb, images and video are the go-to format for connecting with Millennials (a/k/a Gen Y).

When social media became a marketing must, Facebook ruled the roost, but even before the outrage over their diminished organic reach began, the conviction that advertising on the platform was effectively reaching Millennials was waning. Meanwhile, Twitter allows for unprecedented real-time personal interactions between consumers and brands, but the network is difficult to get right, and some brands are still trying to figure out how to master something as essential as hashtags. While social media marketing is more essential than ever, it can be unclear to many how best to participate and just where they should be. So what's next? …

Even under the best circumstances, finding equilibrium in work-life balance can be challenging for most working parents. Since the oldest Millennials started entering the workforce more than a decade ago, they have collectively made it clear to their employers that they value vacation and time for themselves over most other job perks. Indeed, compared to more aggressively career-minded Generation X or Baby Boomer workers, Millennial workers are the least likely to say that work should play "a very central part" in one's life.

Hispanic Millennials are the single most important consumer group per capita in the U.S.

Did you know 3.2 billion people watched the last World Cup and 715 million watched the Finals alone? Compare that to the 108 million people who watched this year's highly anticipated Super Bowl.

It's a tough time for brick and mortar retailers. It's no secret that Millennials are increasingly skipping trips to the store to make their purchases online, and now some retailers are fighting back with innovative in-person experiences.

The overall public image of Millennials consists of young, self-important 20-somethings with poor work ethic and a mobile device in hand at all times. Anyone who has conducted thorough research about the group knows that this is simply not true and nothing more than a misguided generalization - and that misguidedness includes describing Millennials as "young."

When it comes to the attention-fleeting Millennial demographic, we are seeing more and more emerging technologies designed to appeal to this age group in attempt to gain mainstream popularity. As a result, many early adopters are comprised of Millennials looking to get their hands on the latest and greatest new devices. At the same time, it's still too early to tell how and if these emerging technologies will actually change the future of the consumer landscape, like MP3 players and iPods transformed the music industry.

For years now, I've considered myself an expert on Millennial behavior. As an employer, I've hired and managed them. As a parent, I've raised two of them. As a communications consultant, I've counseled clients on how to talk to them. But, it wasn't until I recently became an adjunct professor that I began to comprehend and appreciate their struggles on the road to adulthood.