This thesis analyzes the integrated marketing approach targeted at Generation Y, also known as Millennials, who encompass the population born between the early 1980s and the middle of 1990s. Generation Y represents a significant consumer segment due to its size, technological literacy, and influence on social and economic trends. Special emphasis is placed on communication, integrated marketing communication, consumer society, and Generation Y. Communication is the foundation for stablishing and maintaining relationships, and it is essential for successfully leading teams, achieving goals, and implementing marketing strategies. The thesis examines integrated marketing communication and its tools, such as advertising, personal seling, direct marketing communication, and public relations. It analyzes the characteristics of Generation Y, including their social media habits and preferences for digital communication. Special attention is given to the importance of personalization, authenticity, and social responsibility. At the end of the thesis, an empirical study was contucted on respondents belonging to Generation Y, who answered survey questions about marketing strategies and identified which strategies this generation responds to the most. The findings of this research serve as the basis for the thesis conclusion.