Generation 2.0

Fortune's Nadir A. Hira wrote an interesting piece about Generation Y.

A few quotes that stand out:

"We need to use 100 percent of an employee - not just their backs and minds, but their innovation, enthusiasm, energy and fresh perspective."

"I had a conversation with the CFO of a big company in New York," says Tamara Erickson, co-author of the 2006 book "Workforce Crisis," "and he said, 'I can't find anyone to hire who's willing to work 60 hours a week. Can you talk to them?' And I said, 'Why don't I start by talking to you? What they're really telling you is that they're sorry it takes you so long to get your work done.'"

To get noticed by Gen Yers, a company also has to have what they call a "vision." They aren't impressed by mission statements, but they are looking for attributes that indicate shared values: affinity groups, flat hierarchies, divestment from the more notorious dictatorial regimes.

Web 2.0 is not happening because of technology or marketing.
Web 2.0 is so vibrant because it's being created by Generation Y.
I would rather call them Generation 2.0

Companies better understand that generation and turn into a company 2.0 or this generation won't consider them as an employer or brand.