Remember a world without the Web? Smart phones? Social media?

If you’re a Millennial, you probably can’t. As the first “digital natives,” this generation’s world view has been radically shaped by the rapid evolution of new, game-changing technologies that provide unprecedented access to information. Academics and practitioners alike argue that this turns consumer decision-making on its head, challenging traditional marketing practices. The “Mythical Millennial Consumer” is portrayed....

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