Everyone is chasing millennials, which is the most educated generation in history and one that represents approximately $200 billion in annual buying power. For many marketers—and nonprofits—they are the golden goose. But the question is not how to market to millennials; it is how to engage them. At the Event Innovation Forum—Los Angeles, Amanda Slavin, C.E.O. and founder of CatalystCreativ, examined the values of this target audience, including their sense of community and individuality. A millennial herself, Slavin drew from personal experience and her work with companies like Coca-Cola, Dell, and Starwood Hotels, and offered tips on how to translate the needs and habits of this generation into more effective events.
Videography & Editing: Godfather Films
![Svedka has hosted events with giant lawn games. 'Incorporating any nostalgic elements [into events] is to further grow brand loyalty and to establish Svedka as a lifestyle brand that is fun and cheeky,' said the brand's PR rep Meryl Van Meter.](https://img.bizbash.com/files/base/bizbash/bzb/image/2015/07/svedka_courtesy_of_svedka_copy1.png?auto=format%2Ccompress&fit=crop&h=167&q=70&w=250)
