Generation Y: Description, Traits and Ways to Shape Behavior

Business Management

BUSINESS MANAGEMENT: 1
Contents
Generation Y..............................................................................................................................................2
Description of generation Y individuals...................................................................................................3
The four ways to shape and affect the behavior such as positive reinforcement, punishment,
negative reinforcement, and extinction are as follows............................................................................5
References..................................................................................................................................................7

BUSINESS MANAGEMENT: 2
Generation Y
Generation Y is defined as particular generation born between 1980s and 1990s. The term Y
generation is given after proceeding Generation X. Generation Y is the fastest growing
generation and they are emerging as business leaders, team managers, and HR advisors.
Generation Y people are also known as echo bloomers because they are born branch of baby
boomers (Benson, and Brown, 2011).
The Y generation is also known as internet generation or net generation. These people are more
family-oriented and are willing to sacrifice their career advancement for better lifestyle and
balanced work life. As a demographic generation, this generation has the fastest growing leaders.
They interrogate about what organization demands from Y generation people, what career
opportunity they have on the part of organization. They always wish to take responsibility and
prove themselves. They strive more for respect rather than money (Dawn and Thomas, 2013).
They do not rely on one job and do not hesitate before leaving job if they are not satisfied and
happy. They work in an organization which is innovative, creative, environment friendly, and
energetic. They work hard to make progress to achieve success in the stages of their life. The
beginning of millennial generation interacted with the development of technology. The critical
factor for understanding a generation is more a realization of social perspectives, morals and
values in the given period rather than fixing and staging on a point. The impact of technologies is
very significant in shaping the interaction of people (Dulger et al., 2014).
For example- Generation Y people ignores traditional advertising such as magazine and TV ads.
The people of this generation have personalized communication on the channels and various
devices. The challenge is not limited to figuring out the purchasing behavior of this generation.