Who are the premium customers of tomorrow? How do companies reach them, influence them and retain them? Millennials are already an influential and growing part of the premium consumer market but will shortly be the dominant segment. We surveyed 1000 millennials from the US, UK, Italy and China to understand what influences their premium buying habits and what this could mean for companies seeking to succeed in premium markets and engage with millennials. The findings show that this critical group of premium product consumers present entirely new challenges for brand companies in terms of communication and customer retention.