For brand managers, understanding today’s youth market is no simple task. We’re connected, confident, entitled, sheltered. It’s good for society. It’s bad for society. No matter how you slice it, there’s no singular view. This is no different than generations before us. Not all Baby Boomers are hard workers and not all Silents are, well, silent. But there’s one thing all marketers can agree on: What to call them. The name Gen X is prolific, used by advertisers around the globe. But that’s not true for my generation.  Which begs the question, if you don’t know what to call us how can your brand truly connect with us?