Ready for Generation y = Millenium?

There is a new magazine from EFMD about trends in management and I lilke to take your attention to the article of Rainer Jensen, who is Director Learning & -Development at Coca Cola in Berlin. He points out that Generation y is assumed to be very different from the privious generations and much more individual. And he mentions the need of special attention for Coca Cola:

- an aging society and demographic change
- female employment and leadership
- ethnic diversity
- Generation y/Millennials

I like very much that he (or CCE AG) has this wording. Women and female leadership is not mixed in diverstiy, it is a clear separated point in this list. And there is another sentence you should read: "Even though this has been an issue over the last 20 years, the demographic pressure alone now urgently requires supporting mechanisms that bring more female talents into full-time employment and to provide them with realistic career perspectives."

EFMD:  44 Generation Y: Talent management
The characteristics attributed to Generation Y may or may not be valid. But the simple facts of demographic change mean that companies must react in the way they attract and retain employees. Rainer Jensen describes how a Coca Cola bottling company in Germany is tackling the problem. Read more (PDF) download

I think we should learn more about this concept and ask more questions of how to do it. 
Claudia Schmitz