This assignment is in three parts and asks you to take a cri

This assignment is in three parts and asks you to take a critical and This assignment is in three parts and asks you to take a critical and balanced look at a topical marketing concept and explore what it may tell us about future opportunities to target new groups of digital consumers. You are being asked to compare media views with recognised academic sources to come up with your own evidenced perspective on the next generation of consumers. The first part of the task asks you look at popular media and explore and map the sources they use, the evidence they offer, and the validity of the arguments used to describe digital “millennials”. Use this to build a customer profile of who a next-generation Millennial is or will be – according to your media sources. The second task asks you to undertake research using peer-reviewed journals to establish current academic thinking of this same new generation of consumers. You should begin by looking at different definitions, the different study approaches, and the different meanings attributed to millennials. The third part is “Reflections and Areas for Further Research”. You are now asked to compare and contrast popular media with recognised sources. Use this final section to conclude where the weaknesses in the argument are and to draw out how you would go about developing a future marketing opportunity. A key element will be for you to reflect on what the research and reading mean for you. As a starting point for task one, you may wish to critically analyse articles such as Pew Research (How millennial are you?), Goldman Sachs (Coming of Age), The MeMeMe Generation (Time Magazine), The Deloitte Millennial Survey 2018, and others listed. These sources may reveal trends and common themes, some of which may be paradigms. It is important to note that these “established” sources may not relate directly to digital Millennials, which might be a new and emerging area of study. Existing literature, notably journal articles, may not have caught up with media representations. Therefore, you should evaluate where the evidence lies—whether with practitioners or academics—and identify gaps in the knowledge. For task two, expand upon articles from the reading list, such as discussions on Generation Z and how the "digital revolution" impacts consumers and marketers. Consider how connectedness, social networks, and two-way brand engagement influence consumer behavior. Think critically about the reliability, empirical support, and topicality of these studies, especially given the rapid pace of technological change and device