Today's engineers are different than the batch that came before them. With new tools at their disposal, they think and act differently, and they want their information delivered differently—on their terms. While they still have significant purchasing power, they are driven by brand purpose, sustainability, and company values that match their own. For companies looking to reach this audience, a new approach is needed. Technical content is still crucial to support engineers through the design process, but the channels and formats this is delivered through have changed. This panel discusses this shifting demographic, what audiences are looking for, and how to reach them.