Generation Y--The second-largest crop of young people in America's history, offspring of Boomers—80 million of them, nearly 27 percent of U.S. population—are in their late teens and 20s, and already a market force to be reckoned with.

The Millennials are here big time! “They’re demanding their own music, defining their own trends and starting to matter to advertisers, to retailers, to politicians,” chirped a recent Chicago Tribune editorial. What’s more, they are (or soon will be) buying cars and homes, getting married, starting families--and are going to matter very much to American business.

Neo-traditionalist in many ways, Millennials are not cynical about marriage and having families. These young people value such intangibles as personal fulfillment, family well-being, freedom, security—lives on track. As a result, count on Millennials to step up to issues and needs most of us have no matter which generational cohort, market segment, or stage of life we're in. “They don't want to make mistakes of either Generation X or Boomers, to wait until panic stage to have babies,” writes columnist, Suzanne Fields.

A High Dose of Reality

But no matter how great their marketing potential, Millennials with ground-floor incomes may be struggling to negotiate rent and other living expenses on top of college loans that Christian Science Monitor estimates average $17,000. Or they may still be living with Mom and Dad!

What does it mean to ‘your’ web business and how do you ‘honor’ your customers?

Has your online business moved so far from this word that it now has little meaning?

Or more to point, have you removed this word from your business vocabulary in search of online fame and fortune?

There is no simple answer to this question for it is one that only you as an individual can answer within your own heart.

I simply ask this question as I see too many online businesses relinquishing there own personal honor and business morals to obtain quick almighty $.

Some examples are.

1. Use of Google Adsense on all pages just to make a few extra bucks.

2. The addition of ‘bonuses’ which have no real value but to get sale.

3. Over pricing of books, services and software just because it is ‘online’

4. Advertising of any product you do not use or believe in for sake of profits only.

5. Not helping customers as promised in your ‘sales copy’, even if they are difficult to handle or not as ‘smart’ as you would wish them.

5. Not helping customers to understand all they need to know in building there businesses successfully.