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You better get to know this group. “Think of them as the quiet little group about to change everything,” says Edward Winter of The U30 Group consulting firm.

Generation Y is larger than any other consumer group. After all, they are the children of the baby boomers. This generation is also the most racially diverse. According to Business Week (“Cover Story: Generation Y”): “One in three is not Caucasian. One in four lives in a single-parent household. Three in four have working mothers.”

For this younger crowd, the Web is where it’s at. Traditional advertising tactics just won’t cut it anymore. This group is far too sophisticated and computer savvy. Says Business Week, “[The Internet] is the Gen Y medium of choice, just as network tv was for boomers. Television drives homogeneity, the Internet drives diversity.” They find what to wear, what to buy, and what to listen to from two main sources: their peers and online. A well-designed website is crucial for any company hoping to reach this generation, perhaps the most computer literate yet. bmw is a perfect example of a company that zeroed in on their target audience and created an online promotion that attracted their ideal customers while strengthening their overall brand.