Gen Y and Gen Me
What is crucial to understand their (Gen Y & Gen Me) characteristics?
What drives them (Gen Y & Gen Me)?
What drives their loyalty?
How to manage them in workplace?
What performance evaluation matrix needs to be build to evaluate them?
Samares, I suggest you take a look at Integral Psychology for some of your answers!
Most if the classifications used with marketing are actually nuances and biases for a given worldview transition - in this case GenY/Me - (some 70 million are the current estimates!) - are those youngsters who are aware that 'something needs to change but they are not sure what' - This is why they are mot easy to engage as they are not sure what to do, or what to trust, as their deeper knowing is "something needs to change but they are not sure what?"
There is some new research to be done here! But research that is informed of the stratified nature of human awareness, and human emergence, and that the current classifications are poor and inadequate compared to what is possible.
I just shared this on another post at https://convetit.com/q974/generations-in-the-workplace however this study run by Nielsen could be of interest for this topic too, what drives these generations and their priorities.