I have to admit that the penchant among Millennials for taking selfies and posting them on social media sites first struck me as self-indulgent. It’s not that I’m camera shy. Over the years, I’ve been photographed with friends and family, on trips to scenic spots, at press events and even in this column.

But taking a selfie is different than having someone take your photo. You can do it wherever and whenever you want. And little if any skill is required. Just point your smartphone at yourself, click and hit send.

The spontaneity of the selfie and the ease with which selfies can be taken has completed photography’s transformation from an event into a non-event. Now any moment can be a Kodak moment, no matter how mundane.

From my Boomer generation perspective, that seems like a loss. Many of us would feel awkward about sharing snapshots of ourselves going about our daily activities. But Millennials see it as a gain. Taking selfies is part of their own generation’s culture and social experience. It’s how they relate to each other, as well as to retailers, doctors and the rest of the world.

As Dee Carroll points out in this issue’s feature, The Hashtag Army: Millennials Online, “When it comes to brands or the eyewear buying experience, it is worth noting that 55 percent of Millennials have posted a ‘selfie’ on a social media site. In fact, Millennials stand out when it comes to producing and uploading online content, meaning their favorite brands and retail experiences get spread out over those larger networks quickly and instantaneously.”

There’s much more to selfie culture than I had imagined. It’s Millennials’ distinctive way of declaring their identity in a generation that is now a huge influence on consumer trends. Anyone who wants to attract their interest, and their business, should take note.

maxelrad@jobson.com