Generation Y, which is also known as millennials, is a much-discussed and relatively unknown target group that is causing headaches for marketers worldwide. After all, those born between about 1980 and 1995 represent a large part of the population with purchasing power. Of course this means marketers see them as an attractive target group. Unfortunately, age and purchasing power are almost the only things that connect this heterogeneous population group. But don’t worry, the millennials can also be courted. You just have to know how.