Farmers Business Network, founded in 2014 by Charles Baron, a former program director for Google, and Amol Deshpande, a serial entrepreneur and a venture capitalist, are other fast-growing companies that fit this description. The company charges farmers $ 700 a year to share and analyze farm data, buy supplies and sell crops. Baron said the start-up had 7,700 farms and raised nearly $ 200 million in funding.

A company like Farmers Business Network would not have been possible 10 years ago, before the proliferation of cloud computing and the "digitization" of agricultural processes, added Baron. Now, farms produce a lot of data, which Farmers Business Network helps them to process and use to make decisions.

"Agriculture is going through a digital revolution," he said.

In 2013, when Shan-Lyn Ma's friends started getting married, she found that most digital wedding planning tools were outdated, poorly designed or costing money.

For example, Ms. Ma, who previously worked on a site selling designer flash merchandise, Gilt Groupe, launched Zola, which offers a simplified space to create free wedding registers.

Zola now sells 70,000 gift items in her register. He has also developed tools such as online guest lists and R.S.V.P. followed, all designed to attract more couples to his registry product. The site has been a success with the millennial generation, allowing the company to raise $ 140 million in funding and to achieve a value of $ 600 million.

Zola is one of three companies on the list of potential next unicorns fueled by millennial spending. Glossier, a New York beauty products company, and Make, an online marketplace that allows local shops and sellers to buy and sell wholesale items, have also expanded into new stores. Mainly addressing a young audience.

Max Rhodes, founder of Faire in 2017, said millennial women were encouraging a resurgence of local shops. These buyers "do not want to go to the mall and buy as many products as possible at the lowest price possible," he said. "They want unique products that have a story behind them."