Digital Natives/Gen Y (Millennials)

  • Worried about the future, sometimes more than parents: (terrorism, global warming, global economic crises, job possibilities, health, etc)
  • Asset-light: in some situations, may have fewer owned items, preferring liquidity and/or flexibility
  • Different way of shopping than previous generations, willing to try new brands based on interactivity, message, friend recommendations or functions rather than age of brand or traditional marketing
  • Expect to be able to find data easily
  • Their tech is ‘always-on’
  • Accustomed to online-enabled relationships & experiences
  • Technology reports on past & present around them


  • Snapchat/WeChat
  • Katy Perry
  • Carsharing
  • On-demand services