- They represent more than 70 million consumers in the United States. They earn a total annual income of about $211 billion, spend approximately $172 billion per year and strongly influence many adult consumer buying choices. They also face a greater degree of direct corporate marketing than any other generation in history.[9]
- A 2008 survey by UK recruitment consultancy FreshMinds Talent in partnership with Management Today suggested that Generation Y are generally more ambitious, brand conscious and tend to move jobs more often than previous generations. The survey of over 1,000 people, entitled Work 2.0, also suggests several possible misconceptions about Generation Y, including that they are as loyal as their predecessors and believe that their job says something about them as individuals.[10]
- There is more experience of family breakdown. The generation has seen high divorce rates, and homes with 2 working parents are much more common. This has greatly changed their relationships at home when compared to their parents and grandparents. This may have led them to be more peer-oriented and this may be a contributing factor to the premium that Gen Y workers place on workplace culture.[11]
- A 2007 episode of the American news magazine 60 Minutes entitled The Age Of The Millennials proposed that members of the generation are exceptionally tech-savvy, are especially tuned to their own value in the job market, have limited loyalty to any particular employer, and insist on working in a stimulating job environment.[12]
- More openness in regards to sexual and romantic life-styles than prior generations. Generally more openness to sexual expression and experimentation, but with less or even totally without romance or attachments.[13][14]
Forgive my writing for I shall not edit tonight!
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