Generation Y

According to Businessdictionary.com, Generation Y, also called Millennial Generation, is the generation of people born in during 1980s and 1990s (BusinessDictionary.com, 2013). They are the children of parents born during the baby boom or the “baby boomers.” Generation Y is the fastest growing source of today’s workforce. Because Generation Y has constant access to technology early such as cell phones and computers, many employers have to change their hiring strategy in order to meet the forms of technology, desires, and attitudes of this generation.

Generation Y members are much more racially and ethnically diverse, and also much more segmented as an audience aided by the rapid change of technology such as satellite TV, Internet, and many other social forms. They love to be in trenches of life, and be there with their friends. So, they are more likely to purchase concert tickets, sporting events, movies, video games, outdoor events, and especially social networking sites such as Facebook, Twitter, Myspace, etc (Pulizzi, “5 Content Marketing Tips for Targeting Generation Y.”)

Generation Y members have common traits that help marketers who try to targeting this generation to their brands. First of all, they are tech savvy. Generation Y grew up in technology world. They have easy access to computers, fastest Internet, and smart phones. Technology is a part of their lives. They believe that it makes their lives easier. Secondly, Generation Y members are achievement-oriented. They are confident, ambitious, and achievement-oriented. This generation dreams without limit. They are searching for money and happiness. Also, they have high expectations of their employers, seek out new challenges, and not afraid to question. Lastly, Generation Y members are team-oriented. As children, Generation Y participated in team sports, play groups, and other group activities. They value teamwork and loyalty. They want to be involved (Ippolito, “Meeting Milennials: 5 Characteristics...