Generation Y (Millennial Generation)

Population born between 1977 - 1994, although no precise dates frame established yet among demographic commentators. Representatives of this generation are also called Echo Boomers Millenniums (Millennials) or Gen Y kids. Not like previous generations, they are technologically advanced people and have more individualistic personalities, also much more diverse and segmented.

Traditional marketing seem to fail in affecting generation-Y's attitude and behaviours while the rapidness of the Internet and cables makes Gen Y kids incredibly flexible, changing too quickly their fashions and style.