Goldman Sachs recently released a report that projected how a tidal wave of new moms in the millennial generation will reshape the economy, an impact that will partly be driven by pure numbers. Millennials are the largest U.S. generation of all time, and now account for 90% of all new moms. In case you were hesitating, now's the time to buy stock in baby formula and ironic onesies.

It's surprising to me how many retailers are not actually shopping with their customers. As companies who are in the business of serving the constantly evolving needs of shoppers, it is important to shop alongside customers to better understand their behaviors and attitudes around the point of purchase.

In honor of Father's Day this Sunday, let's turn the spotlight on millennial dads. We all know that millennial moms are the hot topic right now, with this youngest generation of mothers (and all millennials) set to become the largest generation of consumers this year. Moving into the top spot of influence with moms are the dudes who, like moms, view fatherhood much differently than their own dads did. From parenting to finances, the traditional areas of responsibility for millennial dads have definitely been blurred and on most issues, redefined.

Millennial dads are being kept busy by their kids, but that doesn't mean they don't also take time to do some of the family's shopping. Research found that when it comes to purchase decision-making, dads say they are primarily responsible for electronics and financial services.

There is a proliferation of influencer marketing companies cropping up each and every day. Ever more marketers are understanding how influencers can bring in new audiences to the brand. In fact, many influential moms have bigger and more engaged audiences than many top brands. But beware the company you choose.