Generation Y, also known as the Millennial Generation, describes the demographic cohort following Generation X. Its members are often referred to as Millennials or Echo Boomers. As there are no precise dates for when the Millennial generation starts and ends, commentators have used birth dates ranging somewhere from the 1980s to the late 1990s. They are subject of sociological reports. They have a very different social behavior of their elders? as spoiled children who demand the best salary conditions and the best time to work. This philosophy is very different from that of baby boomers makes it the "Y" unmanageable? And what will happens with the next generation, also known as Generation Z, net-generation, or digital natives.
To understand the question, the prestigious U.S. bank Morgan Stanley did not hesitate to ask one of his trainees, a British teenager of 15 years, to write a report on patterns of media consumption of his generation. Sufficiently eloquent to be published in the "Financial Times". For its part, PricewaterhouseCoopers interviewed young Swedish via Internet and Facebook. A report entitled "e-revolution".
What can we take out? That we may be the most innovative generation with us. And that collaborative and participatory are not just words ...
According to the Morgan Stanley report, consumption patterns are
favorites of young, unsurprisingly, social networks and mobile phones. Internet is used mainly as a source of information through Google because it is known and easy to use. Web Advertising is boring, while the viral marketing wins the
favor if it is funny and interesting. Twitter is not used because to send a tweet with a mobile phone is more expensive than sending a SMS.
This is not Generation Y but Generation M (millennial, multi-tasking, multimedia, mobile). All traditional information channels (press, radio, television) are perceived as "has been".
For PriceWatersHouseCoopers, these new attitudes, values and opinions are formed through the Internet. Factual issues are often more important than analysis, which does not prevent young people having a clear vision of the role of the web. Thus, they believe that contact a politician to solve a problem is more effective than complaints on the Internet.
Generation Y have strongly influenced the U.S. presidential election in November 2008. 71% of those under 30 years gone to the polls for the first time. Two-thirds voted for Barack Obama.
All political parties should adapt to this new situation.
