• by Karlene Lukovitz  @KLmarketdaily, October 21, 2010

While Gen Y consumers are considerably more engaged in societal issues than those in older generations, they are 15% to 25% less likely to base their actual purchasing decisions on issues they deem important, according to research from attitudinal targeting company Resonate Networks.

Instead, those 18 to 34 are most likely to buy products that reflect and convey their personal achievement and success to others.

Compared to those 35 and older, Gen Y's are more likely to base purchases on product attributes that include innovation, esthetics, popularity and prestige, the research shows. In fact, they are five times more likely to purchase products perceived as prestigious, and more than twice as likely to buy products they consider popular or esthetically appealing.