Globalization and Generation Y

The international marketing firm Youngster recently reported that for the first time in history, the market group known as Generation Y, those ages 10 to 25, is evenly divided across each of its five age based subgroups. A short to ten years ago when Generation Y first burst on to the scene, the vast majority of Generation Y was age 10 to 14. This first wave of Generation Y influenced popular culture giving us nSync and Brittney Spears. The youngest segment of Generation Y represented over 50% of the group and they controlled the mass media market. In the 10 years that have followed, the early 10-year-olds of Generation Y became 20-year-olds filling out the top ranks of Generation Y. The relatively constant birth rate in the Western World resulted in an even distribution across all stages of the Generation Y. The expanding size of Generation Y has resulted in the dissemination of their influence not only through popular culture as determined by those younger than 18, but also the business culture that is determined by the most innovative in the technology field, those age 18 to 25. But, what impact will this have on globalization?

Read More...