Scale of cultural values of generation Y: the case of Aburra Valley – Colombia

Generation Y is increasingly influencing society through its purchasing power and as an entity influencing other generations, so understanding its behaviour is relevant for designing strategies in different socio-economic fields. This article seeks to identify the inventory of values that regulate the behaviour of generation Y. The study used a mixed research approach. The collage technique and in-depth interviews were used for the qualitative approach, and a questionnaire applied to 330 participants was used for the quantitative approach. The results show a generation that seeks independence and stimulation, and its life guidelines are the values related to affection and the environment. These results are relevant for designing strategies in different socioeconomic areas.