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They're called indecisive and criticized for their short attention spans. Video games and MTV shaped their lifestyle.
While sociologists say they're markedly different from their parents and grandparents, members of Generation Y have ambition and their earning potential is just down the road.
That's why local banks are starting to reach out to attract customers 30 and younger. In doing so, they are learning that their tried and true marketing methods aren't the most effective.
"One of the things we've done is discovered that they really don't want to come into the bank, even if they're in a condo above the bank," said Guy Williams, president and CEO of Gulf Coast Bank and Trust.
The definition of Generation Y varies, but the most widely accepted terms are people born between 1980 and 2000.
About 80 million people are part of Generation Y -- also known as Millennials and the Echo Generation - according to the U.S. Census. Their numbers are roughly double Generation X, who were born between the late 1960s and 1980 and are on par with the baby boom explosion after World War II.
The biggest distinction for...