Uploaded imageErika Grodzki, professor of advertising and public relations in the College of International Communication, presented the paper, “Attracting Millennial Consumers in the Digital Age,” at the Language, Culture and Politics conference at the Adam Mickiewicz University in PoznaƄ, Poland.

Grodzki co-wrote the paper with Stefanie Powers, associate professor of multimedia journalism and Andrew Burnstine, associate professor of marketing.

The paper focused on the recent fall of many large-scale department stores (Macy’s, J. C. Penney Company, Sear’s, Kmart) and other retail, pharmacy and grocery stores (Bebe, Whole Foods, CVS, Chico’s, Limited, Radio Shack, Game Stop) across the United States. Grodzki, Powers and Burnstine set out to discover why stores that had existed for years suddenly had to shut down and discovered that these retail outlets have failed to properly attract millennial consumers.