This week was a hard concept to write about as I have a fairly pessimistic view of the culture I live in. I don't see myself as the typical Aussie - I find cricket boring and I don’t really like AFL or Rugby. I don't drink beer and I don’t particularly like BBQ’s either. I listen to mostly English, American and some Australian pop, punk and rock music; I am an avid consumer and buy things such as clothing, books, CD’s and other merchandise mostly online. I would probably be considered a stereotypical 22 year old Generation Y female that grew up with technology and I am part of a generation that tends to understand modern technology better than any generation before it.
Gavatorta (2012) describes Generation Y as those born after 1980 that are considered “tech savvy, family-centric, team oriented, and attention craving.” We are seen as a generation that drink too much, spend too much, share too much, and don’t care about anything - except ourselves. We will happily post drunk/half naked/incriminating photos of ourselves on Facebook or Twitter for the world to see. We use social media like it’s going out of fashion and laugh at our parents who seem ignorant when they don’t know what ‘tweeting’ is, or don’t fully understand the concept of Facebook.
We never have enough and always want more - more money, more ‘stuff’, more friend requests, and more Twitter followers. For example in 2008, Gen Y consumers spent US $33.7 billion on apparel, approximately US $4-$17 billion higher than that of any other age group” (Tran, 2008 as cited in Koo, Knight, Yang, and Xiang, 2012). Whether people like it, we are here and we are the driving force of the culture that consumes much of western society.
Gavatorta, S 2012, 'It's a Millennial Thing', T+D, vol. 66, no. 3, p. 58.
Koo, W, Knight, DK, Yang, K & Xiang, Z 2012, 'Generation Y Consumers' Value Perceptions toward Apparel Mobile Advertising: Functions of Modality and Culture', International Journal of Marketing Studies, vol. 4, no. 2, pp. 56-66.