Millennials break with social paradigms. They will be 75% of the global workforce (Deloitte 2017). They will have the purchasing power for the goods and services of the market and it is necessary to analyze them as potential clients of multiple industries. Objective: to characterize the millennial men from Medellín as the basis for business differentiation and the exploitation of market opportunities. 1. Information search. 2. Realization of 15 in-depth interviews with millennial men from Medellín. 3. Identification of behaviors and interests. Result: The target feels the call to protect the environment through responsible consumption, but betrays this vision by factors such as price and design. Instagram is their favourite social media. They don't care the country where the clothe is produced.

No abstract

No abstract