Progressive Pet Products trade show has announced its second keynote program, "Marketing to Millennials: Consumer Trends & Retailing Impacts," scheduled from 8:30 to 9:30 a.m. on Thursday, August 25.

This presentation proposes to challenge retailers to unlearn and re-imagine what they thought they knew about the millennial generation, including the retail customer journey, peer-to-peer communications and why millennials prefer certain brands over others. The program will be led by Jeff Fromm, board member of Three Dog Bakery and president of FutureCast, a marketing consultancy that specializes in millennial trends.

Fromm promotes himself as “The Millenial Marketing Guy.” Although not a millennial as defined by his age, Fromm has spent significant time researching the millennial audience and is the co-author of "Marketing to Millennials" and "Millennials with Kids." Fromm is also a contributing writer for Forbes.

"Midwestern pet retailers and pet care service businesses need to be attuned to the expectations of the millennial consumer," said Dean Russo, P3 group show director, in a press release. "Millennial pet parents are proving that they are willing to spend the extra money on higher priced pet products and services to ensure that they are purchasing high quality goods and services, as well as food and treats, which affect their pets' overall health and well-being."

The show's opening morning keynote session will be by entrepreneur Bill Rancic on Wednesday, August 24.