Generation Y and studies related to Generation Y in Turkey

In generation theory, specific characteristics are attributed to each generation by referring to the events that took place during their lifetime. The Silent Generation refers to individuals who grew up in the difficult period marked by war and economic crisis, respect to authority, and high degree of commitment. The Baby Boomers experienced a relatively good period of life and were more flexible with traditions. Generation X were raised during the period when youth movements and women's emancipation were on the agenda. However, Generation Y significantly differentiated itself from previous generations due to the social developments that characterize it. Generation Y were raised in the early 1980s coinciding with the rise of globalization and consumer society, developments in mass media and internet usage. Western life style has become widespread with these factors and the effects of consumer society have spread over every area of life. Internet usage has changed the quality of daily life and women's rights have been addressed in constitutional plane. Studies related to Generation Y discuss mostly their attitudes towards working life, consumption and purchasing behavior and use of social media. These studies show that the the working style and expectations from work of this generation differ from those of the previous generations. In addition, the effects of image creation and the use of social media in consumer and purchasing behavior have been significant. Using the social media more intensely than their predecessors, Generation Y's use of social media fulfills their needs for entertainment, self-affirmation, and simplifying life. Keywords: Generation, Generation Y, Post 1980