Improving insight on Generation Y consumers: The significance of lifestyle, gender, and media habits

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The business fraternity rightly acknowledges the importance of Generation Y consumers. Also referred to as Millennials, this group consists of around 83 million members in the USA alone and is the largest since the Baby Boomers. Successfully segmenting such a vast consumer cohort is clearly a daunting task for any marketer. Generation Y consumers are somewhat unique compared to preceding segments.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2015), "Improving insight on Generation Y consumers: The significance of lifestyle, gender, and media habits", Strategic Direction, Vol. 31 No. 4, pp. 22-24. https://doi.org/10.1108/SD-02-2015-0030