Ada apa dengan Gen-Y? (Why Gen-Y?)

Cohorts, age groups or generations, call it what you like, are useful classifications to segmentate people. In comparison with other generations from recent times (such as the Baby-boomer Generation that emerged post World War 2 or Generation X of MTV fame) Generation Y stands out as one of the most distinct.

In terms of characteristics, Generation Y-ers carry on the more sophisticated aspects of Generation X traits. Whilst Generation X were the pioneers of the Internet, Generation Y is at the forefront of the more interactive universe of Web 2.0. Whilst Generation X sat through the dawn of globalisation, globalisation is imprinted in the very DNA of Generation Y.

Generation Y is also relatively more important based on their sheer numbers. As children of the later stage baby-boomer generation, Generation Y is an echo of the boom seen in the more stable, prosperous periods of post World War 2.

Aside from characteristics and numbers, what sets Generation Y apart from others, is the way they have changed the rules in almost all aspects of life as we know it. Marketers, technologists, artists, bankers, therapists, lawyers and many others, have each in one way or another seen how textbooks are being rewritten to establish the rules of engaging the Generation Y.

We are :

• the latest generation of voters
• the most misunderstood generation of recent times, the government and private sector are only just beginning to understand how to reach us, communicate with us but struggle to really address our concerns 
• the first batch of youth to benefit from globalisation through better travel, educational and communications opportunities
• the first batch of youth to suffer from globalisation through more competitive work environments, higher energy costs, systemic erosion of culture as well as severe environmental damage and climate change

I could go on and on defining the Generation Y and establishing reasons why they play a big role in revolutionising Corporate Malaysia, but perhaps I’ll just sum up in one pertinent point :

Picture the most elusive target market out there – the target market that would change the way you do business – the target market that will exert the most influence over all other market segments – chances are, you’re thinking about them – the Gen-Y.