In his article for Inc., Justin Bariso points out what every advertiser, marketer, and any other concerned party must not forget: Millennials will change.

“Will ‘authentic’ be as important when Millennials are in their 40s, with children? Or will they then turn to comfortable, convenient, and familiar-like the rest of us did once we got older?”

Basically, we have to separate the Millennials from their current age. It’s not easy to project into the future, but we can probably assume they’ll grow out of the “typical young person” way of life.

Read the full piece here.