1. Why is the millennial generation, in particular, so important to Amex?

2. This case focuses primarily on the battle between Chase and Amex over millennial consumers. But, as the content in chapter 7 points out, lumping all older consumers into a generalized segment overlooks some important variables. Looking at the generational groups and their representative values (see Exhibit 7.6), where would you suggest Amex focus its marketing efforts, and why?