Millennials: The Challenger Generation

INTRODUCTION

Since the century's start, we've heard a profusion of terms used to describe the generation born between the mid-1980s and early 2000s: digital natives, coined by Mark Prensky to emphasize their break from the analogue generations that had gone before; millennials, to designate them as children of the new millennium; gen Y, to indicate they followed gen X, or gen why, in a nod to their questioning natures; echo boomers, to underscore their large numbers; and so on. Our inability to settle on a single moniker offers proof that this is a generation difficult to pigeonhole — and even harder to understand. Our trouble may well lie in the fact that we are attempting to view these young men and women through the prism of the baby boomer generation — using criteria of little relevance to those just now coming of age.

MILLENNIAL GENERATION