A generation is a grouping of individuals who share birth years and thus share life stages. Generations are identified by peaks and declines in birth rates. The theory of ‘generations’ was originally developed by US sociologists Neil Howe and William Strauss, in the early 1990s. Generation theory views society as consisting of consecutive ‘generations’ (Redmond, 2009), the three latest of which are the Boomers, Generation X and Generation Y. Consequently, each generation has its own distinctive character which is shaped by key economic, social and cultural forces which existed during its formative years (Kaye & Jordan-Evans, 2008). As a result, they carry their own set of attitudes, perceptions and values with them. A study by Deloitte (2005) attempted to identify the key forces shaping Generation Y: