A number of definitions are being used to describe today’s youth. However there is almost no consensus in this matter and we are struggling with set of terms such as ‘Generation Z’ or ‘millennials’. We also cannot pinpoint a birth year for them. Thus it is best to simply ignore such definitions as generations are no longer relevant. The new generations are raised by older ones and the earlier trend of youngsters repelling their parents’ dogmas is reducing. This is due to the digitization which is enabling families to share their experiences as one. Instead individual characteristics such as tastes and passions have become relevant. This is what organizations are tapping via digital marketing by targeting tribes which favour particular interest areas instead of going by age groups.