You know them when you see them. They are tapping on their smartphones, strolling into work late and amassing Instagram followers faster than a twerking cat. They complain. They "disrupt" stuff. They simultaneously (and somewhat improbably) like both Kanye West and Kenny Chesney.
They, according to the stereotype, are millennials, a group of 80-million-plus young adults born roughly between 1980 and 1996 whom researchers and marketers insist are bound by common values.
Jack MacKenzie, president of Magid Generational Strategies, a company in Los Angeles that analyzes generational trends for corporations, said that what millennials have in common is a lack of trust in authority, widespread tolerance, parental closeness, a desire to compromise and "a level of optimism that most people think is almost silly."
And while some millennials are fine with defining (and defending) their generation, others, frankly, would like nothing to do with it.
In this respect their plight is not unlike that of Generation X, many members of which felt patronized by products like OK Soda, the movie "Reality Bites" and even "Generation X," Douglas Coupland's novel about twenty-something ennui in the late 1980s and '90s. Today, "young people are far more heterogeneous than they were a few decades back," Coupland wrote in an e-mail. "It seems pointless to lump them all into one creative slot."
If millennials have cultural arbiters at all, they are, of course, online.
"We have these Twitter accounts, some of us command these huge audiences and we can essentially be saying whatever we want at our own behest," said Leandra Medine, 25, creator of the fashion blog Man Repeller.
And some are using the Internet to try to redefine what their generation stands for, like David Arabov and Jonathon Francis, two founders of Elite Daily, a two-year-old news and entertainment website that bills itself as by and for Generation Y. Their motto, printed on black rubber wristbands given to every employee, is "aspire, believe, succeed."