Challenging stereotypes © Deke Rivers (2009)

Generation Y are often mistaken for a flippant, media-frenzied group, constantly switched on to the zeitgeist but incapable of changing it for the better. Yet amidst this (rather misguided) stereotype lies a distinct glimmer of hope. Regardless of where you are in the world, press on the attitudes of Generation Y is likely to paint an unfavourable picture. The generalisation is that they are a flippant group, constantly shifting between jobs and expecting extortionately high pay along the way. You could be forgiven for thinking that the entire generation suffers some form of Attention Deficit Disorder: according to the press they are ‘always on’, five screens active at any time and more likely to be on Facebook than doing anything meaningful with their lives.

Barrie Barton introduces a Gen Y subset emerging in Australia, whose radically different attitudes and values can be identified in five key behavioural patterns.

Canvas8 subscribers can read Barrie’s analysis here.