Millennials are constantly torn between saving for the future and spending on today’s adventure. To win with this audience, marketers must embrace this dichotomy.

MasterCard’s “One More Day” campaign celebrates thrill seekers by encouraging them to take advantage of unused vacation days, while simultaneously promoting smart spending through the company’s “Concierge” service. To Millennials, the messaging is “priceless”.

Unlike their parents, the key to success for Millennials rarely opens the door of a newly purchased home or car. So how do brands embrace this new American Dream? By allowing this generation to experience their product without making a permanent investment.

Ford teamed up with Zipcar to showcase their Focus to college students with easily accessible, hourly rentals on campuses across the U.S. Their mobile-friendly technology allows students to quickly reserve and “test-drive” a Ford Focus anytime they need a car to run an errand. Now, if and when Millennials are ready to purchase a vehicle, they will inevitably “Think Ford First.”

Millennials are racially diverse and so are their ideals of family, love and tradition. Brands that embrace this generation’s colorful nature are sure to find gold at the end of the rainbow.

Honey Maid captured the eclectic spirit of Millennial families with their “This is Wholesome” campaign. The brand was applauded for celebrating this generation’s evolving view of love and, as a result, it was welcomed into their homes with open arms.

Millennials are social media savvy and socially conscious. Brands that meet both requirements are sure to rank as “Queen Bee" in this generation’s hierarchy of popularity.

Warby Parker eyewear wins the cool campaign by offering in-home and virtual try-on options. What’s twice as nice in the eyes of Millennials is the company’s one-for-one business model. Their “buy a pair, give a pair” mission allows Millennials to serve others by treating themselves to new frames.