The Y Generation, or generation y, is the common term for what is also called the millenial generation, millenials, mosaics, the new millenials (Newmils) or Baby Boom Echo — the children of the baby boomers. As is usually the case with these demographic terms, there is debate about the actual birth years involved. The starting points I've seen range from 1978 to 1982, and the ending points range up to 2003.

The studies seem to indicate some common themes, however. These young people are the most watched generation ever. Marketers see them as key to a wider marketing strategy. Parents have more money to spend on them than ever before. The elevation of youth in society means every other generation having their eyes on the y generation to see what's cool and what's not.

The y generation are also surrounded by, and entirely comfortable with, new technology. But the amount of information they're presented with is enormous - more than any previous generation has had to cope with. As a result, they're more wary of what people are telling them, more likely to rely on the opinions of friends than on a marketing campaign, politician or church leader.

For background information on the y generation, who they are, what they're thinking, here are some useful sites.

• a good in-depth article from a site which is grappling with mission in a postmodern world, www.postmission.com
• some of the best analysis of generation y is available from marketing sites; have a look here.
• There's a very good short article on what the y generation expects to see here .