Gen Y, also known as Millennials, make up a large portion of today's workforce and will account for 75% of the workforce by 2025. They have different expectations than previous generations, preferring flexible work schedules, a good company culture with transparency and feedback, and employers that contribute to social causes. Regarding housing, many Millennials will form new households in the coming years and spend over $2 trillion on rent and home purchases. While most will initially rent, over 70% see homeownership as an important goal. Reaching Gen Y requires meeting their needs through mobile-friendly services, social media engagement, and a focus on quality, service, and authenticity.