Y-põlvkond on 24/7 veebis kättesaadavad. Traditsionaalsed massiturunduslikud lähenemised ei tööta selle põlvkonna peal kuigi hästi. Nad reageerivad pigem tõelistele näidetele ja eelistavad seda, mis on päris.
generation Y is defined as a segment of the world’s population that was born in the midst of a technological uprising. These individuals have been very exposed to this new age of instant communications and media variety. They are also called “echo boomers” and “Millennials” since they are experiencing in full the impact of new trends that have emerged after the 2000s
