Ownership redefined

A new generation - Gen Y is taking a completely different approach to ownership and it's infecting other / older generations as well. This generation is more educated, entitled, and technologically empowered than any before them. They are dealing with major societal and cultural shifts while struggling to cross over into adulthood. In Gen Y’s unpredictable world, having flexibility, instant gratification and options is king. What does it mean for our clients/brands we work with?