being a consumer in the generation y market i can agree that my attention is short and my purchases are diverse. i tend to not think about being brand loyal but purchasing things that suit me best. in my generations world everything can be made to fit an individuals lifestyle and provide the things they want / need. 

generation ys shopping habits and lifestyle is generally what determines the majority of sales revenue in business industries due to  generation y being a large majority of the population, and is  likely to continue to affect for the next 10-15 years.