While Generation X has become known for its mindless consumption, Gen Y has grown up over-exposed and highly educated about the material market place. Information on everything they pull from the shelves is available at the click of a button and this extensive knowledge has led to a new type of consumption. This consumption may still be conspicuous but it is no longer mindless.Gen Y is hyper aware of the realities of the products they engage with and expect a transparency that is brand new in the marketplace. This new found knowledge is not going to go away but only continue to develop at a rapid rate forcing companies to retool their approach to marketing and selling to Gen Y and future generations. While this is causing havoc in some areas, it is also presenting countless opportunities for those companies - large and small - willing to embrace this consumer engagement and transparency.moreless
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