The “Millennials” generation was born under the umbrella of economic growth, they are well-prepared consumers that do not settle for the basic, a generation born between 1980 and 1995 which currently represents one-third of the world’s population. 

They are demanding consumers, “explorers” that want to know more about the product because they want to identify themselves with it and know the history behind each product.  If this link is established they do not hesitate to maintain it, although they are less faithful to a product or brand than older consumers, and they do not hesitate to try new options if these capture their attention. 
The weight of the Millennials in the current market  is such that it was one of the five main trends pointed out by the latest global study by Innova Market on the latest trends affecting the food industry.  
According to this study, the Millennials seek to “connect” with the product and the brand and here is where the possibilities of the Interactive Label are almost endless.  
Interactive Labels use image-recognition technology by means of a camera to identify any type of object in real time: Photos, logos, drawings, etc. when the application has recognised the image it searches on the Internet for the multimedia content associated and superimposes it in a dynamic way, offering the consumer multiple interactive applications. 
Linking the interactive label to contents that can improve the consumer’s experience and therefore his/her loyalty, recurrent purchase, direct recommendation through the social networks, etc. is undoubtedly one of the best solutions in place today to “connect” with the consumer through the label.