Generation Diddly Squat?

There must have been a new research project done as I have been picking up lots of bits and pieces about Generation Y.

Apparently , they are the generation of younger workers generally described as ambitious and demanding, wanting a high degree of work-life balance at the same time as challenging and interesting work. They are also considered to value corporate and social responsibility, a positive employer brand, and a well-designed and technologically advanced workplace.

I think I might be becoming cynical but I am not sure how their first group of demands differs from any generation just coming into work - certainly in the post-war era. And there is conflicting evidence that corporate and social responsibility become more important with age which is counter to Generation Y theory.

But maybe what is making me cynical about the whole area is that there is already a move to describe Generation Z - despite the fact that some of them are yet to be born!

Ah, if only we could be lumped together so conveniently. But them how many of us would be out of a job?