Media producers need a wake-up call, according to Charlie Caruso. While we used to talk about the Generation Y audience as children, time has passed and they are now between 15 and 33-years-old. Most of them are adults and all of them are influential consumers.

So how can we adapt to their needs? This week Charlie Caruso, author of ‘Understanding Y’, joins the Brand Newsroom team to discuss what changes are necessary to our media models in order to win over a Gen Y audience.

According to Charlie, a Generation Y audience can be cheap when it comes to parting with money. So how will businesses survive? What is this audience willing to exchange for content?