However, such an egalitarian viewpoint of the world gives Generation Y a low avoidance of uncertainty, which has both positive and negative consequences. Of the latter, the proclivity to challenge authority and to create a new status quo can create certain problems. The ubiquity of file sharing and copyright infringement that resulted in the shutdown of a number of popular websites such as Limewire, and complications for others such as Napster, was partly fuelled by Generation Y's low tolerance for conventionality and need to sate its entertainment, music and movie needs expediently. As a result of this generation's relatively low tolerance for regulation, it has displayed an elasticity that allows it to adopt to change frequently and seamlessly.
Another direct result of Generation Y's low tolerance for uncertainty is its extreme individualism. In addition to assisting in fostering its sense of ambition and entitlement, the degree of individualism that categorizes this generation presents innate challenges to earning its loyalty. With an abundance of alternatives at its disposal due to a steady influx of information provided by technological applications, Generation Y has a decidedly short attention span and tolerance...
Professionals would rather provide their own solutions to problems with a service or a product rather than endure dissatisfaction. Their propensity to multi-task and to network with others via social media and mobile communication devices makes it imperative that companies seeking their patronage stay abreast of their fluctuating attention.
In order to earn this generation's loyalty, marketing executives must understand these cultural values of low power distance, low avoidance of uncertainty, and stark individualism. Doing so partly involves communicating and monitoring communication between these professionals on social media sites. This is the one eminent boon of this generation's adherence to autonomy -- their methods of communication allow for fairly instantaneous feedback about products and services marketed towards them. Due to the expedient rate of change that characterizes the needs of this generation, the monitoring of Twitter and Facebook accounts can raise the marketers' awareness of ways to best access this generation. It can review points of dissatisfaction and future needs, as well as ascertain which forms of communication are most effective for reaching this target audience.
