Abstract
Who are the GenY? Like any other generation, birthdates might be a relevant indicator. In this specific case, Gen Y are born around the same historical period, that is from the mid-80' to today. However, it is more in terms of shared needs and expectations that they offer an interesting case to study. One of the key features of this cohort is to have grown immersed in technology. In a recent survey of a large panel of American College students , 97% own a computer, 94% own a cell phone, 44% read blogs and 75% belong to an online social network. But why would they be almighty? Mainly because of their age. They represent an incredibly active and demanding commercial target, whose desires and needs must be taken into account. They have undergone significant social evolutions that shaped their relations with the political sphere, with companies, and with other individuals. They handle new technologies better than any other generations.
