With Hispanics making up 20 percent of all multicultural Millennials, convenience stores are waking up to the fact they must include them in their marketing if they want to employ a sustainable strategy. What makes the younger generation so important is that Hispanic Millennials have the immigrant mindset at their core, while moving seamlessly between both worlds, with technology and social media at their fingertips. It’s about conversation, though, because overall, the rules of traditional marketing don’t work with Hispanic Millennials. You cannot talk to them; you must talk with them.