Hi Jason, thanks for the question! I think millennials are definitely less fickle and more likely to purchase a product when the brand is taking time out of their day to personalize an interaction. On a day-to-day basis, I work as a social media strategist at an ad agency. I can tell you without a doubt that when I — for a client’s brand — personally reach out to a fan to say thank you for buying “x”, they instantly become more likely to buy the product again and engage with future online content. Like I said in the article, Chipotle are EXPERTS at doing this! On Twitter, they engage with everyone who tweets them. I believe that’s part of the reason they became such a cult favorite among millennials (well..until recently!). Engagement with fans is a major key, in my opinion.