Use mobile to reach iGens. Does your brand, organization or institution have a mobile presence? This generation is rarely without their smartphone and uses them to make decisions all day, every day. According to a POPAI study on shopping behavior, " tweens " hold about $43 billion in annual spending power - and with increasing mobile and e-commerce, that number will only climb. Instagram is recently moving toward a "click-to-shop" option for retail brands, and mobile apps are adding to the wide selection of information sources for products, services and education. Brands are missing major marketing opportunities by not taking full advantage of mobile optimized messaging.