Millennials, also referred to as ‘Generation Y’ are people who were born between the years 1980 to 2000 and represent a generation numbering approximately seventy-eight million. The Millennial Generation exceeded the Baby Boomers (people born between 1946 to 1964) to become the largest generation (perhaps also the most educated and net savvy) in the U.S., hence also referred to as ‘Echo Boomers’.

‘The Millennials: Connecting to America’s Largest Generation’ a book by By Thom S. Rainer, Jess Rainer gives more insight into this generation. Many companies target the twenty-something crowd to boost sales as they represent a more diverse group than previous generations. Case-in-point/Example: In 2011, Gap Inc., largest U.S. apparel chain, planned to customize its fall marketing campaign towards millennials as its’ clothes were not connecting with consumers in recent years. Earlier, Gap’s clothing – neutral workplace basics, classic denim etc. were targeted to a wider audience. With its new range GAP planned to target young net savvy consumers with design and manufacturing process video releases on blogs and social media websites and also increase transparency.