Generation Y - challenging work

In a recent blog post  Randall S. Hansen, Ph.D. has suggested 10 work place issues that are most important to the generation coming into the work place now.  Of these (check out the rest at http://tiny.cc/g8no5 ) we believe that finding sufficient challenging work will be one of the hardest for businesses to fulfill in the current economic climate.  Malcolm Gladwell also talks about the need for meaningful work in his book Outliers and suggests that many of the social issues of today are bound up in the lack of meaningful wok being available for generation Y (and others).  This is all very well at a world economy level but how does it effect you and your business.  As the baby boom generation retire or move to other roles it is the generation Y employees that will take there place and shape business.  In order to stay at the forefront of your industry you will need to provide a workplace experience that meets the expectations of this generation.  Part of that is identifying challenging work.  Ensuring end to end processes are mapped and effective is challenging work and many of generation Y would rise to this work - it has the added benefit of improving the business performance.  Another part of working with generation Y is providing ongoing training and development - when was the last time your organisation challenged its employees in this area?