This document discusses marketing to millennials and the importance of innovation. It provides statistics about millennials, such as their population size and spending power. It then discusses six truths about innovative brands that appeal to millennials: 1) engage early adopters, 2) create experiences and adventures, 3) treat content as brand fuel, 4) join the participation economy, 5) embrace experimentation, and 6) stand for more than profit. Each truth is accompanied by statistics and examples of how brands can apply these truths in their marketing. The overall message is that brands must innovate and focus on experiences, content, and meaningfulness in order to effectively engage and market to millennials.