There are 83 million Millennials in the U.S.—and this hip, digitally savvy and spirited generation has officially become the country’s biggest percentage of working adults today. This is the reason why brands are bending over backwards to get Millennials to invest in their products. The only problem is that the marketing efforts that have traditionally appealed to other demographics often fall flat. Or worse, brands come off as trying too hard.

A recent Bloomberg News article, Here Are the Ways Companies Have Failed to Market to Millennials, expands upon this challenge. According to the article, marketing directors are at their wits end trying to find creative tactics that will move this demographic to buy.

“It’s as if your parents are trying to connect with you, and they’re trying to do it by using the same language your friends would,” said Paul Angone, author of Millennial-focused book All Groan Up. Overall, companies are using inauthentic marketing tactics—like contrived usage of tweets, hashtags, or emojis—to try to appeal to a generation that values authenticity.

Another reason many companies struggle for Millennial market share could center on one simple fact: Millennials have limited disposable income. They’re strapped with student loans, sluggish wage growth and high rental costs. However, this doesn’t mean Millennials aren’t spending money; they’re just prioritizing where and how to spend it.

So, how do marketers appeal to this sought-after group? Brent Smart, CEO of Saatchi & Saatchi New York, explains that their marketing efforts need to go deeper. “They’re sort of doing stuff at the edges to try and look like they’re the kind of brand that millennials might like, but really at the core, they’re not making the changes they need to appeal.”

If you’re looking for a marketer who is savvy enough to create campaigns that Millennials will respond to, let us know. We can find the right kind of professional to drive the efforts your business needs to succeed with this generation.