Millennials are not to be ignored. 15-35 year olds are the largest generation and in two years will outspend baby boomers. Business looks bright for those embracing millennial culture. Engaging and retaining millennial customers, students, and employees has more to do with empathy than reacting to polls and statistics. The same core values pervade each generation, but recognizing modern representations of those values empowers one to understand millennial psyche and positively influence their actions. While they broadcast their “likes” on Facebook, it is less about narcissism than it is about bonding with like-minded people–not unlike wearing your favorite sports team jersey or rock band t-shirt. Their diminishing interest in religion, advertising, and political rhetoric is a quest for transparency–something that has evaded them most of their lives. By bridging the gap between baby boomers and millennials, both can maintain their principals while finding common ground in which they can excel together.