A generational approach to consumer segmentation has become something like mantra in modern marketing. There are several traditionally defined generations, however we can also observe the constant emergence of new generational consumer segments. In addition to generations of Baby Boomers, X, Y, and Z, we currently meet with generations called, for example, generation I as Internet or C in the sense of the connected generation. One of the newcomers generation is also the Alpha generation, which is defined as born after 2010. The theme of generations is very extensive in modern marketing, and with dynamically changing consumer behavior across all segments, it provides scope for constantly exploring and discovering new insights. This presented article will provide an insight into the characteristics of Y generation in relation to brand requirements and increasing brand value. Besides analysis, the article will offer survey results that are useful in increasing brand value in segment of the Y generation through innovative marketing communication tools.
