Our world is changing rapidly. Technology is developing faster than ever. Information is shared and made available everywhere. Generation Y is the first generation that grew up with internet and is used to having everything at its fingertips. Based on interviews with 21 global marketing executives from various industries (such as Converse, Heineken, Abercrombie & Fitch, BBC, Microsoft, Reckitt & Benckiser and many more) we defined a 5 step plan for marketers to improve their marketing towards the demanding Gen Y customers. Next week we’ll explore each of these steps in detail. But for the eager marketers out there, you can already check the full marketing paper to learn more about Generation Y and the challenges marketers are confronted with when dealing with this Millennial generation.