Dallas Lawrence of the Rubicon Project shares why holiday cheer is all about likes, views and retweets

As part of the series around the PSFK Future of Retail 2017 report, Dallas Lawrence, Chief Communications Officer for global online advertising technology company Rubicon Project, offers insights on how millennial shoppers plan to avoid brick-and-mortar stores altogether this holiday season, opting to do 100% of their shopping online and via mobile devices instead.

For Baby Boomers, keeping up with the Joneses was all about tangible, material goods: the swankiest new car, a cutting-edge TV and top-of-the-line home appliances. Their community, composed of neighbors, close friends and colleagues, shaped the purchases that defined status and success.

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