Generation Y: Brands Must Be Honest, Engaging
Anyone struggling to understand Generation Y, a.k.a. the millennials, and their relationship to brands has a lot of work ahead of him.
This generation is not defined by technology; it is very open, but distrustful; and it is at the center of a cultural shift. That info is among the findings in a new report by Onesixtyfourth, a New York-based brand consultancy. The sociological findings help explain the worldview of many millennials, defined as young people born between 1980 and1995.
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