Charlie Caruso

It has been said already, but bears repeating: no blanket statement can sum up an entire group of people. No book, no chapter, no study, no research report can attempt to do that either. Instead, Understanding Y attempts to start a conversation - one that we hope will delve a little deeper and dispel some commonly held assumptions about Generation Y, a conversation that we hope is the first of many.

The Kony campaign us an example of how powerful 'slacktivisim' can be, and demonstrates that, with enough worldwide awareness and social pressure, movements like this one have the power to make politicians move. It also makes the ignorant less so. No-one knew who Kony was before the campaign. The atrocities were happening, and it wasn't even a blip on the social consciousness radar. It's encouraging that there's a way to spread information like this so quickly.

Gen Y's work best in groups, collaboratively, transparently, interactively and entrepreneurially - and have already created positive change in many local communities and around the world.

Once upon a time, there was a generation of parents who were certain that Elvis Presley's unashamed hip-swivellingvwas most certainly the end of society.

Social media is a powerful tool to raise awareness and create change. But we must take care not to rely upon it as a reflection of our charitable efforts.