Gen X, Gen Y and Gen zzzzzzzzz... at The Age

As if we weren't sick enough of hearing about which consonant has been given to which generation this week, The Age today wants to bludgeon it into our heads. Yes, it's time to lay Generation Y on the table (again) and give it the once-over, as poor old reporter Bridie Smith tries to make this cobwebby story interesting. Sadly poor old Smithy fails quickly, when we realise Smith's young girl isn't in fact being followed by some deranged voyeur, but instead advertisers. The level of interest falls bellow zero to bloggable. Here's his tantalizing opening:

She doesn't know it, but the young girl on her way to the tram stop is being chased. Walking at a fair pace and wearing skinny-legged jeans with a loose-fitting cardigan over a colourful T-shirt, she has a mop-style haircut that gives a clue to her carefree state.

Her oversized sunnies have thick plastic frames. A mid-length silver necklace with a collection of charms swings as she strides out. She is puffed. But no one takes any notice, because no one can see her pursuers - the corporate world. Brands for alcohol, shoes, clothes, mobile phones - even cars. They all want her loyalty, her money.

zzzzzzz... oh, you're still reading hey? I'd better give you the lead, followed by a few requisite comments from the trendwatchers, advertisers and marketers. Add a few puns and quips to show The Age understands the notoriously fickle Gen Y (again), and the story writes itself. It's that easy.

Australia's young adults aged 16 to 30 have never been so attractive to multinational corporations and smaller companies, because they have never had so much money.

Most young adults don't move out of home until the age of 26, meaning a significant slab of what they earn becomes disposable income. Ka-ching. This is what the big brands are after.

In Australia, generation Ys - those born between 1978 and 1994 - number about 4.5 million. They make up 24 per cent of the population and yet they have more than half the discretionary spending power. Add the older generation Xers into the mix, and there lies a sizable market to be snared.

It could be the narcissistic Generation Y loves to read about itself, or maybe they just have the attention span of a gnat, but The Age writes this exact piece a few times a year - and no-one seems to notice.