Gen Y-ers thong unfortunately for companies are considered the toughest group yet to satisfy. One of the biggest challenges facing companies is the fact that Gen Y-ers do not want to be labeled or put together into one group. They want product and services to be adapted to meet their needs as individuals.
The ground is wary of any attempt to influence them and unlikely to believe any advertising message. And they expect any problems to be solved instantly.
The older and wealthier Gen Y consumers become, the more important it is for companies to understand them. If a company can use technology to personalize its products and services, it might just gain the loyalty of the least loyal consumers in history.