It’s the best time in the world to be a millennial man, to hear baby boomers tell it—let your parents or your girlfriend pay the rent, maybe start a useless tech company, watch marketers trip over themselves trying to reach you. But talk to guys in this highly desirable demo yourself and you might discover a disenfranchised group with little disposable income, a love of niche culture and an upbeat outlook that belies the economic hand they’ve been dealt (two-seven offsuit). They’re not opposed to advertising, but they also love being obscure—it’s the first generation that would starve trying to order a pizza (or deciding where to order a pizza from). Not your dream clientele? Well, get used to them—they’re the biggest generation in history, and if you can’t reach them, somebody else will.