Definitions of Millennials vary, but it is typically accepted that the term refers to a category of consumers born between 1980 and 2000, Tetra Pak defines Millennials as consumers aged between 20 and 35. As the first generation to have grown up with the internet and digital technology, Millennials are a unique generation, who have only ever known a truly globalised world. That said, it is also the generation that bore the brunt of the financial crisis in 2008. It is the combination of these two factors that have driven the development of their underlying needs. Tetra Pack points out “six needs” that it believe brands should target when marketing to this generation: global, connected, social online and offline, hungry for experiences, impuls shoppers and smart consumers.