The Rise of the SYBAW Smart Young and Bored At Work

The Rise of the SYBAW (Smart, Young and Bored At Work)

Call them what you like, Generation Me, the Lost Generation but they remain top of the lust-list for advertisers and companies alike. This new sub-demographic spawned from Generation Y can be described as “the most sophisticated and therefore the most important media consumer that the planet has even known”, and appealing to their interests means…

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