ABSTRACT
The ease with which the generation is able to navigate between media, mouse clicking at breakneck speed, is leaving older generations light years behind. This digital generation is capable of overturning what would traditionally be viewed as ‘intellectual authority’ in their homes, their classrooms and at work. Accelerated cultural and technological change has played its part in the creation of a generation that challenges traditional perceptions of youth. But perhaps the most common tag applied to them is ‘generation Y’, a reference to their older siblings, ‘generation X’. There was a time when older generations would look on fondly as the young ’uns rallied to the causes of the just and the good, but times have most definitely changed. A creative and visionary HR policy is, therefore, essential when it comes to sustaining the interest of generation Y, particularly in the hitech industry, where the likelihood is that they will be enormously attracted by innovation.
