A key characteristic among many Millennials is the desire to be unique within a group – in fact, it’s important to 71% vs. 38% of non-Millennials. Could it because reality TV (designed to find the excitement in “ordinary” lives) exploded while Millennials were teenagers, rewarding everyday people who managed to stand out in their own way?

Regardless of the reason, consumers have come to see customization as recognition that no two people (or their needs) are the same. Brands that make it easy for Millennials to “have it their way” earn a lot of attention, interaction, and loyalty.