ReportBuyer.com, the online destination for business intelligence for major industry sectors, has added a new report examining common attitudes and motivations among the generation Y in the U.S.

The publication, Adults of Generation Y in The U.S.: Hitting The Demographic, Lifestyle and Marketing Mark, reports that the most ethnically diverse and technologically savvy generation in U.S. history, the adults of Generation Y, born from 1979 to 1990, number about 40 million.

The report particularly examines Generation Y’s tendency to trust friends and celebrity endorsements in their purchasing choices, their insistence on influencing product offerings and advertising, and an accompanying blurring in their analytical boundaries between ‘retail’ and ‘real life’.

Also known as Echo Boomers, Millennials and a host of other catchy titles, Generation Y adults tend to be self-confident, team spirited, politically liberal and more digitally literate than their elders. They take for granted the quick convenience and seemingly infinite options afforded by cell phones, the Internet, indulgent parents and a marketplace eager to meet their mercurial tastes.

Authors of the report also note that Generation Y adults stay single longer, remain more emotionally and financially attached to their parents, and delay their own parental responsibilities longer, while indulging their inner child more vigorously, than the generations before them.

Furthermore despite their shaky finances and breezy approach to workplace demands, Generation Y’s affinity for personal fame and wealth are likely to translate into serious financial clout over time, to the tune of some $3.5 trillion by middle age.

A strong inclination for instant gratification and customisable products, along with demand for socially responsible corporate policies and a wariness of inauthentic advertising, means that marketers must launch ever more creative, multi layered and inclusive campaigns to reach their target.

Adults of Generation Y in The U.S.: Hitting The Demographic, Lifestyle and Marketing Mark

ReportBuyer Product ID: PKF00133

ReportBuyer Category: Consumer Goods and Retail