The object of this research is to study the individualistic behaviors and attitudes among young people, and to verify if these behaviours and attitudes are sufficiently strong and all inclusive to mark the beginning of a generational cohort. The research addresses the individualistic issues through the perspective of products and services that favour this type of behaviour, such as cell phones, mp3 players, laptops and others. For the purpose of analysis, the research collected data through interviews with consumers belonging to the target population and with specialists in marketing, sociology and social communication. The data were then classified in eight categories, adapted from a classification proposed in the pertinent literature. The project concludes with the conjecture that there are strong indications of a new generational cohort, characterized by individualism, in a consolidation phase and on which new studies are suggested.