Call them the Nintendo Generation, Generation Net, Generation Y, Echo Boomers, Generation 2001 or the Teflon-Coated Generation (because not much has stuck to them). Whatever you call them, they are 73 million strong, and the second largest generation ever.

Born between 1982 and 1999, this generation is entering the workforce, and marketers are studying their behavior, attitudes, and buying habits. "We're conscious about how the world really is, not how it is portrayed by the media," says one 18 year old.

When marketing to this segment of the population, consider this:

* 1 in 4 lives in a single parent household
* 3 out of 4 have working mothers
* 64% come from dual-income families
* They're competitive
* They are technically savvy
* They want the truth

Unlike their parents, Gen Y can absorb information quickly, and they prefer a lot of it all at once. They've grown up in a media saturated environment, but they are discriminating in their tastes. "Companies know we're not materialistic, and they're trying to use that to their advantage, but we know better. It's just another marketing strategy, and we see right through it."

Marketers will need to appeal to this generation's social passion and individuality. One size won't fit all. Like their parents, they are skeptical and want the truth. "We're the product of hippies," explains a college student.

Marketers should not see this generation as kids. They are a huge force coming into the marketplace with money to spend. "We want to know how we're going to benefit, what the setbacks are, and how much will it cost."

Kristina Anderson is President of EasyRead Copywriting, LLC, a company specializing in plain language communications. She can be reached at Kristina@easyreadcopywriting.com

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About the Author

As President of EasyRead Copywriting, Kristina Anderson is committed to providing people from all walks of life with the crucial information they need to know. She has tutored children and adults and has experience working with low literacy and limited English-speaking patient populations.