Understanding Y

Understanding Y is a fresh and incisive book that offers a better understanding, appreciation and awareness of the Millennial generation. In this groundbreaking work, author Charlie Caruso has amassed a diverse array of papers, articles and journals from prominent individuals, noted entrepreneurs and bestselling authors who collectively explore how Gen Y thinks, interacts and works. Understanding Y gives insight into the generation and examines their motivations and passions.

Understanding Y: #andYyoushould provides a refreshingly comprehensive and candid account of the current disconnect between reality and perception surrounding the Millennial cohort.

The impressive list of contributors and collaborators each bring their unique insight to explore the myths, facts and motivators behind this generation. Contributors include notables such as David Burstein, author of Fast Future: How the Millennial Generation is Shaping Our World, Ryan Heath, author of Please F* Off: It's Our Turn Now, Bernard Salt, author, demographer and social commentator; and many more.

• Discover how to motivate, lead, inform, educate, integrate and collaborate with Millenials
• Learn what experts have to share about the psychology that drives Millenials
• Uncover the motivators and passions that excite this up-and-coming generation

This is a book that offers anyone who interacts with the Millennial generation a humorous, educational, statistical, theoretical and conversational journey for connecting with Gen Y.

Acknowledgements vii

Preface xi

1 The Enigma that is Gen Y 1

2 Y the Misunderstanding? 7

3 Psyche Y 43

4 Educating Y 53

5 Reading into Y 71

6 Media Gen Y 77

7 Millennial Communications 97

8 Political Y 113

9 Engaging Y 119

10 Y the Social Media Mania? 125

11 The Digital Umbilical Cord 143

12 Technolog Y 151

13 Enviromentall Y 163

14 Globall Y 171

15 Y Work? 179

16 Entrepreneuriall Y 189

17 Y Redefine the Metrics of Success 195

18 Start-Up Y 201

19 The Anti-Plan Masters 209

20 Financial Matters (Not) 217

21 Leading Y 227

22 Social Consciousness 235

23 Current and Future Challenges 245

About the Editor 253

About the Contributors 255

Index 265

CHARLIE CARUSO founded her first business enterprise at 16. At 24 she became the founder & CEO of PuggleFM, an online radio and podcasting station for parents and children. By 26 she was recognised in STM Magazine’s Best & Brightest feature of the top 100 shooting stars of Western Australia, having won the 2013 ‘Australian Excellence Award for Women in Business’, and the ‘30under30 Young Entrepreneur Award’ for 2013.