Mind Your X's and O's--Satisfying the 10 Cravings of a New Generation

By Lisa Johnson--from HBR, Sep. 2006 p. 32
"They crave good design, being part of a subculture, and a filter they can trust to edit the morass of products and information out there. They live to pitch in on stone soup initiatives [I really like this phrase and will probably use it in the future] like Wikipedia and to have every pruchase elevated to an experience. They are hungrier than their parents for spirituality and for more satisfying forms of charity."