do you know the millennial meaning of “Salty” or “Hundo P?”

The largest generation (over 83 million strong in the U.S.) alive, Gen Y (read: folks born between 1980 and 2000) are a breed unto their own—complete with their own language.

To wit, “Salty” translates to nothing to do with Morton’s—it relates to someone who is exceptionally bitter or agitated. “Hundo P” is used when you like something or agree 100% with something someone says.

Why should you care about the millennial market? Beyond the fact that they are the largest generational group alive—and beside the point that they have an epic spending power of $600 billion annually in the U.S.—the bottom line is that the Gen Y generation is reshaping today’s retail landscape.

In this issue, we dive deep into this compelling customer demographic to bring you the intel that will help you position your business for the future.

Starting on page 68, we dig into this topic in The Changing Face of Millennials cover feature to unearth retail expert and pro ECP tips to talk to Gen Y in-store—in their very own language. Get a real insider view to how your peers are approaching and appealing to Gen Y in our exclusive Gen Y + ECPs focus group study results, starting on page 74.

Wondering what to stock for this finicky, style-attuned customer? We have you covered—our Generation NOW fashion feature kicks off on page 60.

We hope you enjoy the issue—Hundo P.

Erinn Morgan
Editor-in-Chief + Editorial Director
Eyecare Business