Generation Y women

Iain Ellwood and Sheila Shekar

Chapter 4 in Wonder Woman, 2008, pp 91-110 from Palgrave Macmillan

Abstract: Abstract Generation Y women exhibit specific secondary characteristics in addition to the primary characteristics all women possess. Generation Y women are optimistic and believe life is for living. They are confident and have high self-esteem. These women are able to move fluidly across the traditional boundaries of work–life balance and in their ability to buy both premium and value brands with the same level of pride. They are in control of their lives and are able to play the game of life to their advantage.

Keywords: Corporate Social Responsibility; Mobile Phone; Corporate Social Responsibility Activity; Baby Boomer; Parent Brand (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59403-6_5

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DOI: 10.1057/9780230594036_5

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