Demographic Group: Generation Y
Antonia Miranda and Anneken Tappe
DEMOGRAPHIC OVERVIEW
Generation Y makes up approximately 20% of the workforce (Woodruffe, 2009).
CHARACTERISTICS OF A GENERATION
Age group born between 1978 and 1992 (accounting for about one third of the US population) (Bielski, 2007)
$170 billion market size in the United States in 2007 for financial services (Bielski, 2007)
"technology-savvy, better educated and more ethnically diverse than any previous generation" (Allen, 2004)
According to Syrett and Lammiman (2004), there are 5 distinct characteristics for Generation Y:
Intimacy and devotion with which they handle their on-line relationships
Loyalty to...