As a member of the Gen Y, I particularly agree with the following when shopping: Trust their peers first and their parents second; Hates to be sold anything; A

As a member of the Gen Y, I particularly agree with the following when shopping: Trust their peers first and their parents second; Hates to be sold anything; Actively researches prices and reads reviews before making a purchase; Expects exceptional service, like Amazon.com which tells them which products they might like; Seeks to do business with ethical, environmental companies; and Values customization, customizing everything from their music to their jeans and soda. This is exactly what I will do when shopping. However, finding out the root of these above habits can help us find a better solution. The cause of these so called "Gen Y" behaviour is that everyone who has been exposed to the type of hard-selling and non-ethical advertising, inevitably feel repulsed by the bad ad men as affected by their experience of the past, from time and time again. But the above actions are not limited to Gen Y, any shoppers who want to shop wisely in today's world will do the same.