The document discusses research from IBM on consumer brand enthusiasm and loyalty. It identifies four main consumer clusters: brand enthusiasts, brand ambivalents, product purists, and disassociated shoppers. These clusters are influenced by digital technology, e-commerce, and private labels. The study also examines consumer ages and shopping behaviors. A key point is that global millennials, specifically Hispanic millennials, exhibit behaviors similar to brand enthusiasts and ambivalents. Hispanic millennials make up a large portion of both the Hispanic population and total millennial population in the US. They are early adopters of mobile and digital technologies and avid consumers of consumer packaged goods. To effectively reach Hispanic millennials, the document argues that marketers should