Interesting new research on Generation Y. As a member of this generous (though tenuously at the top end and married to someone outside it) I do feel an affinity with what they're saying about me and my fellow IPODs (as we're also apparently known! -Do you think when we're OAPS we'll be called Ipod Shuffles??? ) It also rings true for some of the young people I've been working with over the last few years who are now adults.
Anyway, bad puns aside, check out this new research or download the pdf of the report which summarises Generation Y with six tracks on an Ipod (desert island discs comes round again!):
Whatever people say I am, that's what I'm not, Arctic Monkeys. IPODs are members of many overlapping communities, virtual and conceptual as much as geographic.
Speed of Sound, Coldplay. They are busy and time-pressured, so expect sophisticated and entertaining communications.
I can, Nas. They are confident and demanding in work and home life. They want the tools to be as demanding of government.
Gold Digger, Kanye West. Value for money is crucial, but they don't want profit motive to be the driving force behind public services.
Standing in the way of control, The Gossip. They want to be offered a selection of good choices, but not the responsibility of having to make all the decisions themselves.
Digital love, Daft Punk. Unimpressed by the use of technology for its own sake, they want communication in surprising, elegant ways.
So the real question is - what six tracks define your generation or your life? I'm putting my thinking hat on for that one. I'd set it as a challenge to others but everyone's off on hols!