Chapter 23. The Great Y Ahead: More of Everything
There is an army of superconsumers headed right at us. Generation Y will be 100 million strong and its appetite for consumption is already 500 percent greater than Generation Y’s parents. Of massive marketing opportunities, Generation Y is the most massive in history.
Born after 1985, with its birth peak in the year 1990, this market’s boom has five years more than the twenty years allotted to other generations. Combined factors extend Generation Y’s genesis through 2010. As masters of consumption, Gen Y understands outflow yet has no clue about income. What happened to those American icons—the lemonade stand and the paper route? Exactly what does “saving up for a bicycle” mean? There is no waiting; ...
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