Gen Y Cohort

Gen Y is the largest cohort since the Baby Boomers; their high numbers reflect their births as that of their parent generation. Gen Y kids are known as incredibly sophisticated, technology wise, immune to most traditional marketing and sales pitches as they not only grew up with it all, they’ve seen it all and been exposed to it all since early childhood. Gen Y members are much more racially and ethnically diverse and they are much more segmented as an audience aided by the rapid expansion in Cable TV channels, satellite radio, the Internet etc. Gen Y are less brand loyal and the speed of the Internet has led the cohort to be similarly flexible and changing in its fashion, style consciousness and where and how it is communicated with. Gen Y

Millennial are currently aged 20-35, or born between 1980 and the end of 1994 . (Bolton, R. N., Parasuraman,) Generation Y grew up with technology, and they rely on it to perform their jobs better. Armed with smartphones, laptops, and other gadgets, this generation is plugged in 24 hours a day, 7 days a week. They like to communicate through email and text messaging rather than face-to-face contact and prefer webinars and online technology to traditional lecture-based presentations. (Sheahan, P. (2005). )The fast track has lost much of its appeal for millennial, whose members are willing to trade high pay for fewer billable hours, flexible schedules, and better work/life balances. Although older generations may view this attitude as narcissistic or see it as a lack of commitment, discipline, and drive, Generation Y legal professionals have a different vision of workplace expectations. They often prioritize family over work. They have high expectations of their employers. They seek new challenges and aren't afraid to question authority. Generation Y wants meaningful work and a solid learning curve. Generation Y workers have grown up playing on teams, they have been educated in an era of “a village raising a