Self-absorbed, social media addicted, disloyal, oversensitive little snowflakes.

It’s open season on millennials at the moment, all over the world. From attempts to blame a Brexit narrative on a nation riven by a generational divide, to Australians in their 20s being told their avocado toast habit is the reason they’re not on the property ladder.

But love them or hate them, to succeed today, your brand needs them.

Today, customers’ relationships with brands have evolved. This isn’t about companies talking at them – it’s a dialogue between buyer and seller. The conversation is taking place online, be it on websites or social media platforms, and is taking place in real time, with customers all over the world. And every brand now has as it’s pet, the content monster. John Sutton breaks-down how you go about satisfying the cravings of this hungry beast.