At over a million square meters, and with over 1,200 stores, the Dubai Mall is an absolute monster in mall terms. The 750,000 people who visit it every week can find almost any product to satisfy their demands. As monuments to modern consumerism, such mega-malls could be seen as a natural home for Generation Y, the biggest-spending and most demanding generation of consumers the world has ever seen Generation Y is the name given to the group of people born between the late 1970s and early 1990s. Their lifetimes have coincided with huge changes in the way we spend our money, and members of this group are demonstrating more and more behavioral similarities across a range of countries and cultures. When it comes to shopping, Generation Y thinks big While their parents' generation may well have known many