Gen Y is different than their Baby Boomer parents - and they make sure everyone knows. They were taught from a young age that they could do anything they want, that they are special, and there is nothing that they cannot do. They believe deeply in themselves and in being individuals with their own sense of style, opinions and values. Anyone standing in their way or bucketing them into groups is in danger of being written off as misunderstanding them. Let's be honest: They want some genuine attention and recognition. More importantly, they want respect.