Ecommerce has long been the dominant disruptor in retail. But with the rise of mobile and always-on connectivity, everyone, at all times, is a potential consumer. But the most significant disruption today is coming from the demand side. The emergence of centennials – generally considered to be those born after 1997 – as an influential demographic is revolutionizing the way marketers engage with consumers, and leaving them in search of tools that capitalize on their digital literacy while building brand affinity, trust and, eventually, loyalty.

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