Cam Marston wrote Motivating the What's In It for Me? Workforce.
According to him, Gen Y appears to be selfish. They don't want to prove their value before they make demands. Their jobs are just something they do between the weekends.
They are used to being flattered and praised for doing the most ordinary things. Some employers have to thank their Gen Y workers merely for showing up. Marston finds this very distasteful but says it's necessary to keep these new guys from getting upset.