Marketing management：What next for Digital Millennials

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From GenY to post Millennial iGens

There is a fixation on iGen, sometimes known as GenZ. They are classified in the media as “anxious” and “always connected” and sometimes as the “snowflakes generation”

“More comfortable online than out partying, post-Millennials are safer, physically, than adolescents have ever been. But they’re on the brink of a mental-health crisis.” Tweng

So your assignment is about the evidence to support the core concept of a future Millennial cohorts as being distinctive (differentiated) and offering business/organisations future marketing opportunities.

For a discussion look at the GUIDELINES “what next for digital Millennials”, which offers advice on how you structure the assignment. Pay particular attention to the marking scheme.

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In answer to an email about popular media.

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“The term popular media refers to anything that is published online. This includes what I call "grey" material. There is a lot of commentary about GenY, IGen and Gen Z in the media, but the question is whether it is reliable and whether it is evidenced. Most commentators set themselves up as experts. But they express personal opinions based on evidence and these may or may not be true. For example Bloomberg's Business Week has an article about live streaming in China and notes that the behaviours of key influences and their audience are different from the "West". Does this mean Chinese Millennials are different? Is one article in a Business magazine reliable enough to spot a trend?

My reading list (in revision week) refers only to articles published in recognised journals. Journal articles are peer group reviewed, so they should be evidenced and they should be reliable. The problem is that many journal articles are out of date.

So who do you believe? You are tasked with finding the middle ground between the theory and the practice. It's what we call a conundrum.

You also ask about how many articles. The more the better, between 20 and 40,but concentrate on the link and gaps between the popular and the journal articles. You are looking for journal articles that are topical and relevant - for your assignment!

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A narrative is not evidence - generalisation

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If we could give a definition of what millennials are, we can say that are those people who borned from 1980 to 2000, but there is also a deeper meaning of what is the millennials. If you are good with technology then you are millennial, if you are quite optimistic and oriented towards the group wanting to always do the good and help fellow people then you are again a millennial. The people who belong to this generation, there is no doubt that they spend too many hours per week on the internet and social networking. They know how to use every kind of technology and they feel terribly self-confident and pleasant feelings for their accomplishment. They feel happy sending messages to others and feel that this way of communication can make the people come closer. ‘’On average, young adults ages 18 to 24 send or receive 109.5 text messages each day, clocking in over 3,200 messages each month’’ according to a Pew survey.

Of course, they do not use the technology only for communication but for encyclopedic purposes either. Millennials use technology and the internet because they can have access to any information. Through the internet they can solve any problem and find any information they are looking for. In my opinion, the internet is the reason why millennials are so socially and are capable, but they also prefer, to work with other people in a group, for any purpose. Millennials are the generation which have been adapted to the changes of the season and feel ready and self-confident to face the future. They are considered modern, progressive, ready to accept different views and thoughts and ready to confront opinions with their own arguments. This is the reason why they like traveling, they want to get acquainted with new cultures, new people, new customs and fill their agenda with many experiences through a social life.