Gen Y increasingly value-focused

While Gen Y has gotten a bad wrap for being the entitled, spoiled rotten children of helicopter parents, a recent report from J.D. Power and Associates suggests that Generation Y "Early Careerists" (ages 22-29) are increasingly value-focused when it comes to brands.

While premium brands still elicit positive discussion among "Early Careerists", the report shows that the group is also very positive about value brands like Old Navy, Arby's and Subway.

[J.D. Power report]

[image via Psi XPerience]