Toro Palma, NinaJaramillo Mejía, María José2022-05-252022-05-252018https://dspace.marymount.edu.co/xmlui/handle/4444.1/120The millennial generation has impacted different social factors of the modern era, This generation differs from others as they depend on technology since they were born and it has a been a crucial tool throughout their formation. The technological industry has developed over the past years and have managed to adapt with this generation needs and desires. This way, technology has been able to become a crucial aspect of millennials lives and it has allowed its business to grow significantly. One of the subjects treated during this investigation is the impact that millennial generation have on marketing, it is based specifically in Medellin. Over the next few years, this generation will be active in different aspects, therefore it is of great importance that brand and companies focus on them. Analyzing their way of thinking, history has affected them directly. Millennials were born between 1982 and 1996, they are complicated to understand but it is useful to get to know their main characteristics. Businesses in Medellin have analyzed millennials, whereas some have not. For the Colombians that were born during this period, social networking is of high importance and influencers are trending. Millennials base their opinion depending on what society thinks and they look for an experience after each brand. Thanks to the development of new technologies, it was easier to identify the characteristics of the generation based on the market research. These technologies facilitated the understanding and count with much more friendly spaces with way more credibility.esMillenials (Grupo de edad)MercadeoMedellínRedes socialesTecnologíaInfluenciadoresThesis