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Generation Y women

In: Wonder Woman

Author

Listed:
  • Iain Ellwood
  • Sheila Shekar

Abstract

Generation Y women exhibit specific secondary characteristics in addition to the primary characteristics all women possess. Generation Y women are optimistic and believe life is for living. They are confident and have high self-esteem. These women are able to move fluidly across the traditional boundaries of work–life balance and in their ability to buy both premium and value brands with the same level of pride. They are in control of their lives and are able to play the game of life to their advantage.

Suggested Citation

  • Iain Ellwood & Sheila Shekar, 2008. "Generation Y women," Palgrave Macmillan Books, in: Wonder Woman, chapter 4, pages 91-110, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59403-6_5
    DOI: 10.1057/9780230594036_5
    as

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