Generation Y in Consumer and Labour Markets: 1st Edition (Hardback) book cover

Generation Y in Consumer and Labour Markets

1st Edition

By Anders Parment


154 pages

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Generation Y in Consumer and Labour Markets explores the role of people born in the late 1970s and 1980s as consumers and coworkers in an emerging post-modernist society. Having grown up in a branded society overcrowded with commercial messages and a never-ending supply of choices and opportunities, Generation Y not only influences consumption patterns, they also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. Generation Y particularly see work as a venue of self-realization and the boundaries between work and leisure time are becoming blurred—thus the consumer and labor markets converge in some critical dimensions.

This book delves into the substantial research body on characteristics and behaviors of the Generation Y, including their relation to other generations and the role of understanding generations in developing effective and attractive organizations. It further outlines the experiences and best practice for attracting, recruiting, selling to, and communicating with Generation Y, based on the author’s experiences from hundreds of organizations where he has been involved as a consultant – offering the reader a better understanding of generations in marketing research, and the impact of generations in employee-employer relations.


'Parment (research fellow, Stockholm Univ.) examines the role of Generation Y in consumer and labor markets, shedding light on how society, the market environment, and the social environment have shaped the values and attitudes of this generation. This insightful volume is based on data collected from a series of surveys and focus groups, mostly in Europe and the Americas. Summing Up: Highly recommended. Business managers, business faculty, and undergraduate and graduate business students.' - G. E. Kaupins, Boise State University in CHOICE

Table of Contents

1. Introduction 2. Generational Cohorts and the Emergence of Generation Y 3. Generation Y and Society: Values and Defining Moments 4. Generation Y and the Market Environment 5. Generation Y and the Social Environment 6. Generation Y as Consumers and Coworkers

About the Author

Anders Parment, Ph. D., is a research fellow at the Stockholm University School of Business and a well-known speaker and strategy consultant. Anders is specialized in understanding generations and how they relate to society, work, and the consumption sphere. Anders has published numerous books and articles on a variety of marketing-related subjects, including a Marketing textbook with Philip Kotler.

About the Series

Routledge Interpretive Marketing Research

Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Consumer Behavior
BUSINESS & ECONOMICS / Human Resources & Personnel Management
BUSINESS & ECONOMICS / Organizational Behavior
BUSINESS & ECONOMICS / Workplace Culture