With millennials overtaking baby boomers as the biggest generation of consumers ever, companies around the nation are introducing new products, creating social media accounts, and pursuing philanthropic causes to appeal to this tech-savvy, socially conscious demographic. Here are some ways different companies are making themselves over and launching initiatives to target millennials:

National Arboretum : Re-promoting deciduous trees on Facebook ahead of changing seasons

: Re-promoting deciduous trees on Facebook ahead of changing seasons ExxonMobil : Introducing new brand of cold-brew gasoline

: Introducing new brand of cold-brew gasoline Arby’s : New roast beef you can vape

: New roast beef you can vape Kay Jewelers : Changing tagline to “Every Kiss Begins With Explicit Consent”

: Changing tagline to “Every Kiss Begins With Explicit Consent” Monsanto : Redesigning corn with sleeker profile

: Redesigning corn with sleeker profile Prudential : Free ukulele lessons with every purchase of life insurance policy over $100,000

: Free ukulele lessons with every purchase of life insurance policy over $100,000 Campbell’s : Introducing line of caffeinated energy soups

: Introducing line of caffeinated energy soups Facebook : Making a Twitter account

: Making a Twitter account Southwest Airlines : All flights now run exclusively from Seattle to Austin

: All flights now run exclusively from Seattle to Austin Merck : Customers can vote on which ingredients to include in drugs

: Customers can vote on which ingredients to include in drugs Subway : Offering an ‘All Sriracha’ sub

: Offering an ‘All Sriracha’ sub PetSmart: For an extra $10, employees will lie and tell you that it’s a rescue dog