Publication: Media Post

A lot that's written about the psychology of Gen Y members has a negative connotation. Most centers on seeing them as "entitled" employees and consumers–a generation that believes it's entitled to involvement in a brand, entitled to a great job, entitled to be impatient, entitled to tell their parents what to buy and so on.  I was recently speaking at the Shopper Insights conference in Chicago, and I saw an interesting presentation from Kit Yarrow that shed some positive light on the subject.

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