Generation Y (Millennials), born in the 1980s and 1990s, came of age during a period of unprecedented accelerated economic growth. These young secular women and men were shaped by a society that was fast becoming more self-critical and cynical, conflictual, entrepreneurial, consumer and media-oriented, individualistic and globalized. This is a generation characterized by its pervasive permissiveness, sociability, sense of humour, openness and easygoing outlook on life. They live in 'urban tribes' and are slow to assume responsibility. They are the self-centred children of the digital age, raised as princes and princesses, shielded by their teachers and parents' words of praise and affirmation. They were promised they would be able to realize their dreams if only they so desired. They are in no rush to spread their wings because they see the world around them as increasingly exploitative and unstable and also they wish to have room for flexibility. They flock to purchase degrees whose job-market value and intellectual worth are declining. Their lives are replete with trauma growing up in the shadow of missiles and terror attacks and because the media exposes them to daily disasters and tragedies around the world. They are anxiety-ridden and confused. They have difficulty coping with stress and they are slaves to the infinite information and constant stimuli that flows from all directions. Generation Y is different to previous generations in almost every way: work, study, media consumption, leisure and entertainment habits, raising their children and more. What is the cultural DNA of today's youth? Why did this generation emerge and how is it influencing the West? Based on extensive research this book provides answers to these key questions. Although it concentrates on Israeli society, most of the generational traits and their sociological interpretations are applicable all over the western world.