For distribution success, it’s important to keep in mind that the generation we're a part of isn't the only thing that influences the way we purchase. Current times in the retail and consumer goods industry seem prime for presumptions, powerful opinions and easy fixes. In the world of sales, this has too often led us to mistake technology for the whole solution to our problems, instead of only part of the solution. Many retailers have discovered, to their horror, that filling their stores with technological gadgets didn’t increase sales or entice customers. Something similar has happened because of the obsession with generations, particularly with millennials’ shopping habits. This is not to say that different generations don't shop and consume in different ways. They certainly do, and it’s essential to keep that in mind. But age is not the only factor that defines us as customers, just as it is not the only factor that defines us as people. There are many other...