This document discusses how Generation Y, also known as millennials, have different behaviors than previous generations due to being raised with technology and video games. It notes that the Iron Man video game made more money than the movie on its opening weekend, suggesting Generation Y engages with media differently. The document argues Generation Y does not shop at malls, buy books at bookstores, pay attention to traditional marketing, go to movie theaters regularly unless it's a blockbuster, or watch TV in the same way. It claims businesses are losing money by not understanding how to reach Generation Y, and provides examples of companies that have adapted well to this new generation.