This generation
  • is well-informed and media savvy,
  • has a strong work ethic,
  • has an in-depth understanding of the digital economy, and
  • grew up with technology and uses it extensively.


This group is comfortable with change. They are strong advocates for social responsibility and care deeply about global issues. They have a great deal of purchasing power. The Internet has made their world virtually without borders. They are a more independent work force and many are entrepreneurs.

Similar to their predecessors, this group will purchase real estate, invest in the stock market and retirement savings plans, and they will buy traditional items such as cars and furniture. However, they are less likely than their parents are to save for these purchases. They will make extensive use of the Internet and electronic devices in every aspect of their purchases.

... sometimes referred to as Millennials.