Millennials are willing to sacrifice their privacy for even more personalization.

Millennials are willing to sacrifice their privacy for even more personalization. A recent retail panel included experts who agreed that Millennials and Gen Z are more likely to embrace near field communication, and mobile payments that include personalized content like coupons. Growing up in a world where content has been targeted to them, young consumers see the value of brands knowing details about their lives that were once considered private. As Toys “R” Us—who sends mobile coupons to in-store shoppers—explains: “If we're finding the right moment to reach out to you, and it's something you find helpful, you avoid that creep factor.” (Adweek)