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-{{Redirect|Millennial|the concept Millennialism|Millennialism}}
-{{About|the demographic [[Cohort (statistics)|cohort]] (a group of subjects with a common defining characteristic) following [[X]]}}
-'''Generation Y''', also known as the '''Kitzman Generation''', '''Generation Next''' or '''Net Generation''' ,<ref>{{Cite web|last=Cheese |first=Peter |url=http://www.businessweek.com/managing/content/mar2008/ca20080313_241443.htm?campaign_id=rss_null |title=Netting the Net Generation |publisher=Businessweek.com |date=2008-03-13 |accessdate=2010-08-24}}</ref><ref>{{Cite web|url=http://www.pbs.org/newshour/generation-next/index-old.html |title=The Online NewsHour: Generation Next |publisher=PBS |date= |accessdate=2010-08-24}}</ref><ref>[[People's Press]] entitled ''[[A Portrait of "Generation Next" (article)|A Portrait of "Generation Next": How Young People View Their Lives, Futures and Politics]] (Jan 9, 2007)</ref> describes the demographic [[Cohort (statistics)|cohort]] following [[Generation X]]. Its members are often referred to as '''Millennials'''<ref name="r5">Strauss, William & Howe, Neil. ''Generations: The History of America's Future, 1584 to 2069''. Perennial, 1992 (Reprint). ISBN 0-688-11912-3 p. 324</ref><ref name="Shapira">{{Cite news|url=http://www.washingtonpost.com/wp-dyn/content/article/2008/07/05/AR2008070501599.html |title=What Comes Next After Generation X? |last=Shapira |first=Ian |date=2008-07-06 |work=Education |publisher=The Washington Post |pages=C01 |accessdate=2008-07-19}}</ref> or '''Echo Boomers'''.<ref name="usa110605">{{Cite news|url=http://www.usatoday.com/money/workplace/2005-11-06-gen-y_x.htm|title=Generation Y: They've arrived at work with a new attitude|last=Armour|first=Stephanie|date=2008-11-06|publisher=[[USA Today]]|accessdate=2009-11-27}}</ref> As there are no precise dates for when the Millennial generation starts and ends, commentators have used birth dates ranging somewhere from the mid-1970s<ref>{{Cite web|author=USA |url=http://www.pubmedcentral.nih.gov/articlerender.fcgi?artid=1636975 |title=Preparing for the Nexters |publisher=Pubmedcentral.nih.gov |date= |accessdate=2010-08-24}}</ref><ref>{{Cite news|url=http://www.reuters.com/article/pressRelease/idUS145598+24-Jun-2008+PRN20080624|title=Millennials' Medspa Influence|date=2008-06-24|publisher=Reuters|accessdate=2009-11-27}}</ref><ref name="findarticles.com">{{Cite news| url=http://findarticles.com/p/articles/mi_m0EIN/is_2008_August_19/ai_n28010685 | work=Business Wire | title=Gen Y Propels Need for Online Service Technologies & Talent | date=2008-08-19}}</ref><ref name="findarticles.com"/><ref>{{Cite news|url=http://www.allbusiness.com/marketingadvertising/market-research-analysis-market/6310530-1.html|title=Generation Y versus Baby Boomers|last=French|first=Dana|date=2005-11-21|publisher=Furniture Today|accessdate=2009-11-27}} {{Dead link|date=September 2010|bot=H3llBot}}</ref><ref>{{Cite news|url=
-http://www.theage.com.au/news/national/generation-y-turning-away-from-religion/2006/08/05/1154198378623.html|title=Generation Y turning away from religion|last=Price|first=Sarah|last2=Kass|first2=Susanna|date=2006-06-18|publisher=[[The Age]]|accessdate=2009-11-27 | location=Melbourne}}</ref><ref>{{Cite web|url=http://www.usnews.com/blogs/new-money/2008/9/4/troubled-finances-of-the-young-and-restless.html |title=Troubled Finances of the Young and Restless - New Money |publisher=usnews.com |date=2008-09-04 |accessdate=2010-08-24}}</ref> to the early [[2000s (decade)|2000s]].<ref>{{Cite web|url=http://knowledge.emory.edu/article.cfm?articleid=950 |title=Is Your Firm Ready for the Millennials? - Knowledge@Emory |publisher=Knowledge.emory.edu |date=2006-03-08 |accessdate=2010-08-24}}</ref><ref name=Tovar2007>{{Cite journal|last=Tovar |first=Molly |date=August/September 2007 |title=Getting it Right: Graduate Schools Respond to the Millenial Challenge |journal=Communicator |volume=40 |issue=7 |page=1 |url=http://www.cgsnet.org/portals/0/pdf/comm_2007_08.pdf |accessdate=2008-08-29}}</ref><ref name="Businessweek">{{Cite news|url=http://www.businessweek.com/1999/99_07/b3616001.htm |title=Generation Y |last=Neuborne |first=Ellen |date=1999-02-15 |publisher=Business Week |accessdate=2009-05-17}}</ref><ref name="usa110605"/><ref>{{Cite web|url=http://journals.cambridge.org/download.php?file=%2FJAR%2FJAR44_01%2FS0021849904040206a.pdf&code=e8f4ae95a930af319ea5e022a6df2e32 |title="Sports Celebrity Influence on the Behavioral Intentions of Generation Y" Alan Bush, Craig Martin, Victoria Bush. JOURNAL OF ADVERTISING RESEARCH March 2004. |publisher=Journals.cambridge.org |date= |accessdate=2010-08-24}}</ref><ref>{{Cite news|author=By Nadira A. Hira, Fortune writer-reporter |url=http://money.cnn.com/magazines/fortune/fortune_archive/2007/05/28/100033934/ |title=Attracting the twentysomething worker. CNNMoney.com. May 15, 2007 |publisher=Money.cnn.com |date=2007-05-15 |accessdate=2010-08-24}}</ref><ref>{{Cite web|url=http://www.alliancetrends.org/demographics-population.cfm?id=34 |title=Demographics / Population Trends |publisher=Alliancetrends.org |date= |accessdate=2010-08-24}}</ref><ref name="theage.com.au">{{Cite news| url=http://www.theage.com.au/news/Education-News/Rise-of-the-millennials/2005/05/27/1117129892594.html | location=Melbourne | work=The Age | title=Rise of the millennials | date=2005-05-30}}</ref><ref>{{Cite journal|title=How Generational Theory Can Improve Teaching: Strategies for Working with the "Millennials" |journal=Currents in Teaching and Learning |date=Fall 2008 |coauthors=Leslie E. Gerber, Mike Wilson |volume=1 |issue=1 |pages=29–44 |url=http://www.worcester.edu/Currents/Archives/Volume_1_Number_1/CurrentsV1N1WilsonP29.pdf |format=PDF |accessdate=2009-05-16}}</ref> Members of this generation are called Echo Boomers, due to the significant increase in birth rates between 1982–1995, and because most of them are children of baby boomers.<ref name="Marino 1">{{Cite news| first = Vivian | last = Marino | title = College-Town Real Estate: The Next Big Niche? | date = 2006-08-20 | publisher = The New York Times Company | url = http://www.nytimes.com/2006/08/20/realestate/commercial/20sqft.html?fta=y | work = The New York Times | pages = 1 | accessdate = 2010-09-25 | quote = College enrollments have been on the rise as the baby boomers’ children — sometimes known as the “echo boom” generation — come of age. This group, born from 1982 to 1995, is about 80 million strong. }}</ref><ref name="Font size Print E-mail Share Page 1 of 2 By Rebecca Leung">{{Cite news|author=Font size Print E-mail Share Page 1 of 2 By Rebecca Leung |url=http://www.cbsnews.com/stories/2004/10/01/60minutes/main646890.shtml |title=The Echo Boomers - 60 Minutes |publisher=CBS News |date=2005-09-04 |accessdate=2010-08-24}}</ref><ref name="Knoblach 1">{{Cite news| first = Jochen | last = Knoblach | title = Ein neues Spiel | date = 2006-01-21 | publisher = Berliner Verlag | url = http://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2006/0121/sonderbeilagen/0035/index.html | work = Berliner Zeitung | pages = 1 | accessdate = 2010-09-25 | language = German | quote = Echo-Boomer-Generation nennen Marketing-Experten die neue Zielgruppe. Junge US-Amerikaner der Geburtsjahre 1982 bis 1995, die mit Videospielen aufgewachsen sind.}}</ref> The 20th century trend toward smaller families in developed countries continued,<ref>{{Cite web|url=http://geography.about.com/od/populationgeography/a/babyboom.htm |title=Baby Boom - A History of the Baby Boom |publisher=Geography.about.com |date=1948-08-09 |accessdate=2010-08-24}}</ref><ref>{{Cite news| url=http://www.nytimes.com/2006/09/04/world/europe/04prague.html | work=The New York Times | title=European Union's Plunging Birthrates Spread Eastward | first=Elisabeth | last=Rosenthal | date=2006-09-04 | accessdate=2010-04-02}}</ref> however, so the relative impact of the "baby boom echo" was generally less pronounced than the original boom.
-Characteristics of the generation vary by region, depending on social and economic conditions. However, it is generally marked by an increased use and familiarity with communications, media, and digital technologies. In most parts of the world its upbringing was marked by an increase in a [[Neoliberalism|neoliberal]] approach to politics and economics.<ref>{{Cite news| url=http://findarticles.com/p/articles/mi_m1132/is_1_54/ai_85700426/ | work=Monthly Review | title=Neoliberalism, the state, and the left: A Canadian perspective | year=2002}}</ref> The effects of this environment are disputed.<ref>{{Cite news| url=http://www.guardian.co.uk/commentisfree/2007/jun/17/childrenofthemarket | work=The Guardian | location=London | title=Children of the market | date=2007-06-17 | accessdate=2010-04-02 | first=Jeremy | last=Seabrook}}</ref><ref>{{Cite news| url=http://www.smh.com.au/news/book-reviews/please-just-f-off-its-our-turn-now/2006/03/14/1142098435830.html | work=The Sydney Morning Herald | title=Please Just F* Off, It's Our Turn Now | date=2006-03-14}}</ref>
-==Terminology==
-The term ''Generation Y'' first appeared in an August 1993 ''[[Ad Age]]'' editorial to describe teenagers of the day, which they defined, at that time, as separate from Generation X, and then aged 12 or younger (born after 1980), as well as the teenagers of the upcoming ten years.<ref>"Generation Y" ''Ad Age'' August 30, 1993. p. 16.</ref> "Generation Y" alludes to a succession from "Generation X."  Since then, however, the company has used various start dates for the generation.{{Citation needed|date=September 2010}}
-The name "Echo Boomers"<ref name="usa110605"/> refers to the size of the generation and its relation to the [[Baby boomer]] generation.<ref>{{Cite book| last1 = Huntley | first1 = Rebecca | title = The World According to Y: Inside the New Adult Generation | date =  2006-09-01| publisher = Allen  Unwin | location =  | isbn = 1-74114-845-6 | pages = | url= http://books.google.com/?id=b7RV5njJ3zcC&lpg=PP1&dq=generation%20y&pg=PA10#v=onepage&q= }}</ref>
-Authors [[William Strauss]] and [[Neil Howe]] have been very influential in defining American generations in their book ''[[Generations (book)|Generations: The History of America's Future, 1584 to 2069]]'' (1991). [[Strauss-Howe generational theory|Their generational theory]] is frequently cited in books and articles on the subject.  Howe and Strauss maintain that they use the term ''Millennials'' in place of  ''Generation Y'' because the members of the generation themselves coined the term, not wanting to be associated with Generation X. Almost a decade later, they followed up their large study of the history of American demographics with a new book specifically on that generation, titled ''Millennials Rising: The Next Great Generation'' (2000).<ref>[http://lifecourse.com/store/catalog/major/gens.html Lifecourse Associates: Generations (Book)<!-- Bot generated title -->]</ref><ref>[http://store.lifecourse.com/products/16/Millennials-Rising.html Lifecourse Associates: Millennials Rising (Book)]</ref> In their books ''[[Generations (book)|Generations]]'' (1991) and ''Millennials Rising: The Next Great Generation'' (2000), [[Strauss and Howe|William Strauss and Neil Howe]] use the start year as 1982 and end year of the generation as 2001. They believe that the [[coming of age]] of year 2000 high school graduates sharply contrasts with those born before them and after them due to the attention they received from the media and what influenced them politically.<ref>{{Cite book| last1 = Howe | first1 = Neil | last2 = Strauss | first2 = William | title = Millennials Rising: The Next Generation | publisher = Vintage |date = September 2000| location = New York | pages = 3–120 | accessdate = 2010-06-19 | isbn = 978-0-375-70719-3}}</ref><ref>http://www.lifecourse.com/assets/files/yes_we_can.pdf</ref>
-In Australia, there is much debate over the dates of Generation Y - that is, when "Gen Y" began, and the "cut-off" period. It is generally accepted, however, that "Gen Y" applies to those born in, between the dates of 1982 and June 1995, inclusively (in order to accompany the cut-off period for early enrollments in schools). Although debatable, as some consider the "end" of Gen Y births to be in 1994, and others believe Y refers to all people born in 1995.<ref>[http://www.mccrindle.com.au/snapshots/25YearsofChange.pdf ]{{Dead link|date=August 2010}}</ref>
-In Canada, the Y generation is typically thought of as being born between 1976 and 1999 inclusively.<ref>Perry-Soulanges Normand (17th of february 2010 La génération « Y » et la sphère politique au Québec, Journal de Saint François</ref>
-Like members of Generation X, who are heavily influenced by the advent of MTV, early members of Generation Y are also sometimes called the [[MTV Generation]]. This term can also be a catch phrase for youth of the late 20th century, depending on the context.<ref>{{Cite news| url=http://findarticles.com/p/articles/mi_m0MJT/is_6_14/ai_112905386?tag=untagged | work=The ABNF Journal | title=Encouraging alternative forms of self expression in the generation Y student: a strategy for effective learning in the classroom | year=2003}}</ref><ref>{{Cite web|last=Silverman |first=Stephen M. |url=http://www.people.com/people/article/0,,623292,00.html |title=Colin Powell Joins MTV Generation - Colin Powell |publisher=People.com |date=2002-01-15 |accessdate=2010-08-24}}</ref><ref>{{Cite web|author=Tahman Bradley |url=http://blogs.abcnews.com/politicalradar/2007/10/obama-unplugged.html |title=Obama Unplugged – Obama Talks With the MTV Generation - Political Radar |publisher=Blogs.abcnews.com |date=2007-10-29 |accessdate=2010-08-24}}</ref><ref>{{Cite news| url=http://www.nytimes.com/1994/04/20/us/frank-talk-by-clinton-to-mtv-generation.html | work=The New York Times | title=Frank Talk by Clinton To MTV Generation | first=Elizabeth | last=Kolbert | date=1994-04-20 | accessdate=2010-04-02}}</ref>
-One author, Elwood Carlson, locates the American generation, which he calls the ''New Boomers'', between 1983 and 2001 because of the upswing in births after 1983, finishing with the "political and social challenges" after the [[attacks of September 11, 2001]] and the "persistent economic difficulties" of the time.<ref name=Carlson>{{Cite book| last=Carlson | first=Elwood | title=The Lucky Few: Between the Greatest Generation and the Baby Boom | date= 2008-06-30| publisher=Springer | location= | isbn=978-1-4020-8540-6 | page=29 | url=http://books.google.com/?id=zUJgaHde6YUC&lpg=PP1&pg=PT45#v=onepage&q=1983}}</ref>
-==Demographics==
-In the United States, the actual "Echo Boom" refers to the surge in live births in 1982. This new “baby boom” period spanned thirteen years, continuing through 1995.<ref name="Marino 1"/><ref name="Font size Print E-mail Share Page 1 of 2 By Rebecca Leung"/><ref name="Knoblach 1"/><ref name="infoplease1">{{Cite web|url=http://www.infoplease.com/ipa/A0005067.html |title=Live Births and Birth Rates, by Year — |publisher=Infoplease.com |date= |accessdate=2010-08-24}}</ref> Today, there are approximately 80 million Echo Boomers.<ref name="Font size Print E-mail Share Page 1 of 2 By Rebecca Leung"/>
-The majority of Generation Y is [[social liberalism|culturally liberal]]<ref>{{Cite web|url=http://www.civicyouth.org/PopUps/OMG.pdf |title=E225 Reboot Poll Book.indd |format=PDF |date= |accessdate=2010-08-24}}</ref> with many respecting [[same-sex marriage]] rights to the [[LGBT community]]<ref>{{Cite web|last=Hannah |first=Daryl C. |url=http://www.diversityinc.com/content/1757/article/5053/ |title=What's the Civil-Rights Struggle of Generation Y? |publisher=DiversityInc.com |date=2009-07-27 |accessdate=2010-08-24}}</ref> among other politically liberal stances, but, in spite of the new dominant liberal growth, new youth clubs and groups have been created in developed countries (such as the US, UK, Japan, Australia and Italy) to take the task of promoting and preserving conservative views and beliefs. {{Citation needed|date=February 2010}}<ref>[William Strauss and Neil Howe Generations: The History of America's Future, 1584 to 2069:Perennial; Reprint edition (September 1, 1993) ]</ref>
-Generation Y'ers are largely the children of the [[Post-World War II baby boom|Baby Boomers]]. Younger members of this generation have parents that belong to Generation X.
-==Religion==
-{{Expand section|date=March 2010}}
-"The Spirit of Generation Y", a 2006 [[Australia]]n study conducted by Monash University, the Australian Catholic University, and the Christian Research Association was taken of 1619 people. The results show 48% of Generation Y believe in a [[god]], while 20% do not, and 32% are unsure if God exists. Only 1272 of those surveyed were 13–24 years old, the rest were between the ages of 25 and 59.<ref>{{Cite news| coauthors = Susanna Kass, Sarah Price | title = Generation Y Turning Away From Religion | date = 2006-08-06 | publisher = [[Fairfax Media]] | url = http://www.theage.com.au/news/national/generation-y-turning-away-from-religion/2006/08/05/1154198378623.html | work = The Age | pages = 1 | accessdate = 2010-09-26 | quote = 48 per cent of Generation Y believe in a god.}}</ref>
-A 2005 American study looked at 1,385 people aged 18 to 25 and found that over half of those in the study said that they pray regularly before a meal. A third said that they talked about religion with friends, attend places of worship, and read religious materials weekly. 23% of those studied did not identify themselves as belonging to a religious affiliation.<ref>{{Cite web|title=Generation Y embraces choice, redefines religion |url=http://www.washingtontimes.com/news/2005/apr/12/20050412-121457-4149r/ |publisher=[[Washington Times]] |date=2005-04-12 |accessdate=2010-03-20}}</ref> Regardless, some generation Y members have been critical of the [[religious right]] and have considered evangelicals to be [[sexist]], [[homophobic]], [[xenophobic]], and hypocritical in regard to issues such as [[capitalism]] and the [[death penalty]].{{Citation needed|date=September 2010}}
-A recent poll by the Pew Research Center on religion and Generation Y showed that 64% of Americans in this generation believe in God.
-<ref>{{Cite web|author=by Robert J. SamuelsonMarch 05, 2010 |url=http://www.newsweek.com/id/234584 |title=The Millennial Generation Is Getting Clobbered |publisher=Newsweek |date=2010-03-05 |accessdate=2010-08-24}}</ref>
-==Peter Pan Generation==
-This generation is also sometimes referred to as the ''[[Boomerang Generation]]'' or ''Peter Pan Generation'', because of the members' perceived penchant for delaying some rites of passage into adulthood, longer periods than most generations before them. These labels were also a reference to a trend toward members living with their parents for longer than previous generations.<ref name="Shaputis">Shaputis Kathleen. The Crowded Nest Syndrome: Surviving the Return of Adult Children. Clutter Fairy Publishing, 2004. Print. ISBN 978-0972672702</ref>
-The primary cause of this increased trend can be defined in economic terms.<ref>{{Cite web|url=http://www.usnews.com/articles/business/your-money/2007/12/12/the-new-parent-trap.html?PageNr=1 |title=Palmer, Kimberly. "The New Parent Trap: More Boomers Help Adult Kids out Financially." U.S. News & World Report 12 Dec 2007 Web.28 Jun 2009 |publisher=Usnews.com |date=2007-12-12 |accessdate=2010-08-24}}</ref> Economic crises, including the [[dot-com bubble]] in 2000, and the [[United States housing bubble]] that led to the [[Financial crisis of 2007-2010|current financial crisis]] have made paying market-level rent, or any rent, difficult for a generation riddled with high unemployment levels.<ref name="autogenerated1">{{Cite web|url=http://www.bls.gov/news.release/youth.nr0.htm |title=Employment and Unemployment Among Youth Summary |publisher=Bls.gov |date=2009-08-27 |accessdate=2010-08-24}}</ref>
-However, economics is not the only explanation. Questions regarding a clear definition of what it means to be an adult also impacts a debate about delayed transitions into adulthood. For instance, one study by professors at [[Brigham Young University]] found that college students are more likely now to define "adult" based on certain personal abilities and characteristics rather than more traditional "rite of passage" events.<ref name="Nelson07">{{Cite web|author=Brittani Lusk - DAILY HERALD |url=http://www.heraldextra.com/news/article_3db6743c-35bc-5e6a-a737-938b93f57ac3.html |title=Lusk, Brittani. "Study Finds Kids Take Longer to Reach Adulthood." Provo Daily Herald 5 December 2007 |publisher=Heraldextra.com |date=2007-12-05 |accessdate=2010-08-24}}</ref> Dr. Larry Nelson, one of the three Marriage, Family, and Human Development professors to perform the study, also noted that some Millennials are delaying the transition from childhood to adulthood as a response to mistakes made by their parents.  "In prior generations, you get married and you start a career and you do that immediately. What young people today are seeing is that approach has led to divorces, to people unhappy with their careers ... The majority want to get married [...] they just want to do it right the first time, the same thing with their careers."<ref name="Nelson07">Lusk, Brittani. "Study Finds Kids Take Longer to Reach Adulthood." ''Provo Daily Herald'' 5 December 2007 <http://www.heraldextra.com/news/article_3db6743c-35bc-5e6a-a737-938b93f57ac3.html>.</ref>
-==Communication and interaction==
-The Millennial Generation, like other generations, has been shaped by the events, leaders, developments and trends of its time.<ref name="McCrindle">{{Cite web|url=http://www.quayappointments.com.au/email/040213/images/generational_diversity_at_work.pdf|title=The ABC of XYZ: Generational Diversity at Work|last=McCrindle|first=Mark|publisher=McCrindle Research|accessdate=2008-07-19}}</ref> The rise of instant communication technologies made possible through use of the internet, such as [[email]], [[texting]], and [[Instant messaging|IM]] and new media used through websites like [[YouTube]] and social networking sites like [[Facebook]], [[MySpace]], and [[Twitter]], may explain the Millennials' reputation for being somewhat peer-oriented due to easier facilitation of communication through technology.<ref name=geny@work>{{Cite news|url=http://www.asiaone.com/Business/Office/Learn/Story/A1Story20080511-64480.html|title=Gen Y @ work|last=Davie|first=Sandra|date=12 May 2008|work=The Straits Times|accessdate=23 May 2010}}</ref>
-Expression and acceptance has been highly important to this generation. In China, with a total population of a billion people, the urge to stand out and be individualistic has become a staple of the Chinese youth culture.<ref>{{Cite web|url=http://www.gallup.com/poll/15934/chinas-gen-bucks-tradition.aspx |title=China's "Gen Y" Bucks Tradition |publisher=Gallup.com |date= |accessdate=2010-08-24}}</ref> Elsewhere, mainly in more well-developed nations, several cohorts of Generation Y members have found comfort in [[online games]] such as [[MMORPG]]s and virtual worlds like ''[[World of Warcraft]]'' and ''[[Second Life]]''.<ref>{{Cite web|url=http://sanjose.bizjournals.com/sanjose/stories/2009/08/03/focus1.html |title=Businesses untangle the Gen Y knot - Silicon Valley / San Jose Business Journal: |publisher=Sanjose.bizjournals.com |date= |accessdate=2010-08-24}}</ref> [[Flash mob]]bing, [[internet meme]], and online communities have given some of the more expressive Generation Y members acceptance, while online [[pen pal]]s have given the more socially timid individuals acceptance as well.<ref>http://www.readwriteweb.com/archives/your_real_friends_are_your_online_friends_or_so_says_gen_y.php</ref>
-==Digital technology==
-In their 2007 book, authors Junco and Mastrodicasa expanded on the work of [[Strauss and Howe|Howe and Strauss]] to include research-based information about the personality profiles of Millennials, especially as it relates to [[higher education]]. They conducted a large-sample (7,705) research study of [[college]] [[students]]. They found that Next Generation college students, born between 1982-2003, were frequently in touch with their [[parents]] and they used [[technology]] at higher rates than people from [[List of Generations|other generations]]. In their survey, they found that 97% of these students owned a [[computer]], 94% owned a [[cell phone]], and 56% owned a [[MP3 player]]. They also found that students spoke with their parents an average of 1.5 times a day about a wide range of topics. Other findings in the Junco and Mastrodicasa survey revealed 76% of students used [[instant messaging]], 92% of those reported [[Human multitasking|multitasking]] while IMing, 40% of them used [[television]] to get most of their news, with 15% watched ''[[The Daily Show]]'' and 5% ''[[The Colbert Report]]'', and 34% of students surveyed used the [[Internet]].<ref> {{cite book | last1 = Junco | first1 = Reynol | last2 = Mastrodicasa | first2 = Jeanna | title = Connecting to the Net.Generation: What Higher Education Professionals Need to Know About Today's Students | publisher = National Association of Student Personnel Administrators | year = 2007 | accessdate = 2010-09-29 | isbn = 0931654483}}</ref><ref> {{cite journal | title = How Do You Leverage the Latest Technologies, including Web 2.0 Tools, in Your Classroom? | journal = International Journal of Technology in Teaching and Learning | date = 2009 | first = Ronald A. | last = Berk | volume = 6 | issue = 1 | pages = 4| id = | url = http://ijttl.sicet.org/issue1001/1_Berk.pdf | accessdate = 2010-09-29}}</ref>
-In June 2009, Nielsen released the report, "How Teens Use Media" which discussed the latest data on media usage by generation. In this report, Nielsen set out to redefine the dialogue around media usage by the youngest of Generation Y, extending through working age Generation Y and compared to Generation X and Baby Boomers.<ref name="Nielsen">Nielsen. "How Teens Use Media - A Nielsen report on the myths and realities of teen media trends (2009)" (2009)</ref>
-==Pop culture==
-The Millennials grew up amidst a time during which the Internet caused great change to all traditional media. [[Shawn Fanning]], considered by some sources a Generation Y member, founded the [[peer-to-peer file sharing]] service [[Napster]] while in college. Though the RIAA won a lawsuit and shut down the service in 2001, innovations in technology mean the Millennials have access to more music on demand than any previous generation and have forced the recording industry to adapt to new business models.
-Literature and pop culture of the 1990s and [[2000s (decade)|2000s]] popular with Gen Y include ''[[Goosebumps]]'' (childhood),<ref>{{Cite news| url=http://www.independent.co.uk/life-style/youth-presenting-generation-y-tv-1157584.html | work=The Independent | location=London | title=Youth: Presenting: Generation Y TV | first=Stephen | last=Armstrong | date=1998-05-23 | accessdate=2010-04-02}}</ref> ''[[Harry Potter]]'', [[The Lord of the Rings film trilogy]], The Star Wars Trilogy Special Edition in 1997 which allowed Generation Y's to experience Star Wars on the big screen as their Generation X counterparts had done in 1977{{Citation needed|date=September 2010}} and numerous [[fan fiction]] pieces to popular franchises, to name a few.<ref>{{Cite web|last=Beggs |first=Alexandra |url=http://journalism.nyu.edu/pubzone/livewire/arts_entertainment/geny_reads_but/ |title=Gen Y Reads - But Only for Nine Minutes A Day &#124; NYU Livewire |publisher=Journalism.nyu.edu |date= |accessdate=2010-08-24}}</ref>
-In some ways, the Millennials have become seen as the ultimate rejection of the [[counterculture]] that began in the 1960s and persisted in the subsequent decades through the 1990s.<ref>{{Cite web|url=http://www.claremont.org/publications/crb/id.740/article_detail.asp |title=The Claremont Institute - Music, Philosophy, and Generation Y |publisher=Claremont.org |date=2000-11-20 |accessdate=2010-08-24}}</ref><ref>{{Cite news| url=http://essay.blogs.nytimes.com/2007/09/24/coming-of-age-in-cyberspace/ | work=The New York Times | date=2007-09-24 | accessdate=2010-04-02 | title=Coming of Age in Cyberspace}}</ref> This is further documented in Strauss & Howe's book titled ''Millennials Rising: The Next Great Generation'', which describes the Millennial generation as "civic minded," rejecting the attitudes of the [[Baby Boomers]] and Generation X.<ref>Howe, Neil, Strauss, William ''Millennials Rising: The Next Great Generation'', p. 352.</ref>  [[Kurt Andersen]], the prize-winning contributor to ''[[Vanity Fair (magazine)|Vanity Fair]]'' writes in his book ''Reset: How This Crisis Can Restore Our Values and Renew America'' that many among the Millennial Generation view the 2008 election of [[Barack Obama]] as uniquely theirs and describes this generational consensus building as being more healthy and useful than the counterculture protests of the late 1960s and early 1970s, going as far to say that if Millennials can "keep their sense of entitlement in check, they might just turn out to be the next [[Greatest Generation]]."<ref>Anderson, Kurt ''Reset: How This Crisis Can Restore Our Values and Renew America'', p. 54.</ref> However, due to the [[global financial crisis of 2008-2009]], at least one journalist has expressed fears of permanently losing a substantial amount of Generation Y's earning potential.<ref>{{Cite web|last=Coy |first=Peter |url=http://www.msnbc.msn.com/id/33242201/ns/business-businessweekcom |title=Recession creating a lost generation - BusinessWeek.com- msnbc.com |publisher=MSNBC |date= |accessdate=2010-08-24}}</ref>
-==Workforce==
-Economic prospects for the Millennials have worsened due to the [[late-2000s recession]]. Several governments have instituted major youth employment schemes out of fear of social unrest such as the [[2008 Greek riots]] due to the dramatically increased rates of youth unemployment.<ref>{{Cite web|url=http://www.spiegel.de/international/business/0,1518,638025,00.html |title=Jobless Youth: Will Europe's Gen Y Be Lost? - SPIEGEL ONLINE - News - International |publisher=Spiegel.de |date= |accessdate=2010-08-24}}</ref> In Europe, youth unemployment levels are very high (40% in Spain, 35% in the Baltic states, 19.1% in Britain<ref>{{Cite news| url=http://www.guardian.co.uk/society/2009/aug/12/youth-unemployment-rate-bristol | work=The Guardian | location=London | title=Youth unemployment figures raise spectre of Thatcher's Britain | first=Alan | last=Travis | date=2009-08-12 | accessdate=2010-05-03}}</ref> and more than 20% in many more) In 2009 leading commentators began to worry about the long term social and economic effects of the unemployment.<ref>{{Cite web|url=http://www.foreignpolicy.com/articles/2009/07/13/europes_new_lost_generation |title=Europe's New Lost Generation, by Annie Lowrey |publisher=Foreign Policy |date=2009-07-13 |accessdate=2010-08-24}}</ref> Unemployment levels in other areas of the world are also high, with the youth unemployment rate in the U.S. reaching a record level (18.5%, July 2009) since the statistic started being gathered in 1948.<ref name="autogenerated1"/> In [[Canada]], unemployment amongst youths aged 15 to 24 years of age in July 2009 was 15.9%, the highest it had been in 11 years.<ref>{{Cite news|url=http://www.cbc.ca/canada/british-columbia/story/2009/07/10/bc-unemployment-youth.html |title=Youth unemployment highest in 11 years: StatsCan |publisher=[[CBC.ca]] |date=2009-07-10 |accessdate=2010-03-20}}</ref>
-Generation Y who grew up in Asian countries show different preferences and expectations of work to those who grew up in the US or Europe. This is usually attributed to the differing cultural and economic conditions experienced while growing up.<ref>{{Cite web|url=http://www.talentsmoothie.com/wp-content/uploads/2009/12/Asia-GenY-highlights-2008.pdf| title= Generation Y: Comparison between Asia and the rest of the World| publisher=talentsmoothie}}</ref>
-The Millennials are sometimes called the "Trophy Generation", or "Trophy Kids,"<ref name="Alsop08"/> a term that reflects the trend in competitive sports, as well as many other aspects of life, where "no one loses" and everyone gets a "Thanks for Participating" trophy and symbolizing a perceived sense of entitlement. It has been reported that this is an issue in corporate environments.<ref name="Alsop08">{{Cite book|last=Alsop|first=Ron|title=The Trophy Kids Grow Up: How the Millennial Generation is Shaking Up the Workplace|publisher=Jossey-Bass|date=October 13, 2008|isbn=978-0470229545|accessdate=2009-02-24}}</ref> Some employers are concerned that Millennials have too great expectations from the workplace and desire to shape their jobs to fit their lives rather than adapt their lives to the workplace.<ref name="WSJ_Trophy_Kids">{{Cite news|url=http://sec.online.wsj.com/article/SB122455219391652725.html|title=The Trophy Kids Go to Work|last=Alsop|first=Ron|date=2008-10-21|publisher=The Wall Street Journal|accessdate=2008-10-24}}</ref> Studies predict that Generation Y will switch jobs frequently, holding far more than [[Generation X]] due to their great expectations.<ref>Kunreuther, Frances; Kim, Helen & Rodriguez, Robby (2009). ''Working Across Generations'', San Francisco, CA:</ref> To better understand this mindset, many large firms are currently studying this conflict and are trying to devise new programs to help older employees understand Millennials, while at the same time making Millennials more comfortable. For example, [[Goldman Sachs]] conducts training programs that use actors to portray Millennials who assertively seek more [[feedback]], [[Moral responsibility|responsibility]], and involvement in decision making. After the performance, employees discuss and debate the generational differences they have seen played out.<ref name="Alsop08"/> On the other hand, the willingness to give feedback and take on responsibility is also indicative of a rejection of in-house competitiveness and office politics, as the idea of everybody being winners has led to a loss of the win/lose dichotomy.{{Or|date=September 2010}}{{Citation needed|date=September 2010}}
-==See also==
-*[[List of generations]]
-*[[Generation X]]
-*[[Generation Z]]
-==References==
-{{Reflist|2}}
-{{Cultural gens}}
-[[Category:Cultural generations]]
-[[Category:Demographics]]
-[[ar:جيل واي]]
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-[[he:דור ה-Y]]
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