The term Generation Y describes the age bracket of individuals born between 1980 and 1998 whose elder representatives have taken managerial responsibility by now. It is about a new generation of young people who do not adopt ancestral values, beliefs and rules that have been in place for decades, but who systematically challenge and redefine them instead. The latter is true in particular regarding business life rituals and laws of the game that have been almost unalterable to date. Parallel changes in demographic structures present corporations with further challenges: The labor market mutates from an employers’ to an employees’ market. REUSCH IBC assists executives to identify the signs of the times early enough, interpret the resultant requirements of change and thus attain a stronger position compared to their competitors.