The IPod generation looks for honesty, not marketing spin (Warc Article 3)

In this article richard seed, had called generation Y as an ipod Generation, the article considers how marketing techniques are used to target generation Y as it has its' own toll.

He says "Generation Y are sharpe, cynical and not impressed by the spin of marketing and PR proffessionals", thus this leads to the argument of whether that statement is true or not.
The article was posted in 2010, so at the time he was able to say that in the 21st century, the consumer market had be revolutionised by Generration Y (which he refers to the ipod generation) but why is that??
"These are the highly educated and talented young men and women of diverse ethnic and national cultures who will make up a growing proportion of the affluent, high-spending consumers of the coming decades. How do they decide which goods and services to buy? What channels of selection do they use? How do they research what is available to them?" (Warc, 2010)

These are the Gen Y influences that allow them to
purchase a product!!!

Taken from the article again same points have been mentioned of what they as a group as are like, but the real question here is how are they marketed and through what influences???

He brings up that marketers already know how to target them and that is through the media! He points out how it is common to see these people automatically pause, record and fast forward ads when watching television. He refers to the idea that PDA's and laptops have taken over and how Gen Y lives are reliant on technology, talking and connecting through digital/online communities.

He even says how Gen Y are in control of what they do or buy, the idea of influencing them is not helpful as they rather expect to sort things out for themselves.

The author believes that marketing tehniques such as radio, televison, PR and internet marketing is hardly cutting the ice seeing as gen Y are more likely to purchase a product and service because of their own family and friends are reccommeding it, this is where honesty kicks in! they believe the words of their close ones to help encourage to buying the product or service.
"The iPod generation has little faith in marketing and PR professionals because of an assumption that they do not 'tell the truth' but only what their corporate clients want us to know." (Warc 2010)
This is indicates that generation y are in fact are more associated to hearing honesty and the truth of a product, meaning they are a hard generation to target.
He continues to end his article by explaining that marketing techniques must be changed to when dealing with this particular market, the author carries on to  say, "The only way to promote products, services and companies is for the spin to be consistent with the reality". Meaning to understand the market and how they like to be marketed towards, dishonesty is not the one to use when it comes to marketing especially as they are a very educated generation, the old ways of misleading the excellence of a particular product the business man/woman are selling are not the way to use when it comes to generation Y.