Now the media need a new plot line, and Gen Y is providing it.

Though still a work in progress, Gen Y cuts a very different racial profile from previous generations.

But the hybrid nature of Gen Y runs much deeper than that.

Social networking not just a Gen Y 'thing'

Gen Y (born 1977-1994) is now estimated to be the largest consumer group in US history.

Gen Y, the 70 million-plus children of baby boomers, is the most obese generation in history.

Therefore, carmakers are concerned with more than selling cheap econoboxes to Gen Y today.

"It's great that Gen Y thinks all is right with the world - it makes for a nice positive attitude," he said.

One difference, and source of potential conflict, is that Gen Y expects office cultures to adapt to them, rather than the reverse.

Gen Y, by contrast, is the "baby on board" generation, raised by prosperous, increasingly conservative, childcentric parents.