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“The way we travel has changed massively in the last five years but the way we book that travel is still fairly long-winded and time consuming,” says Greg Geny, co-founder and CEO of BRB, which launched last August.

Compared to previous generations, a larger percentage of GenX and GenY women are in the workforce, so this trend could make 2015 the best year yet for young businesswomen.

Guilty of short circuiting its brand image, its business model, its leadership choices, and its customer outreach strategy, RadioShack lost the pulse of GenY tinkerers and the pioneering spirit it had championed.

“It’s a little bit delicate,” said Geny Jarrosay, 25, an art student who has created several pieces based on the complex, sometimes tense relation between the base and the city of Guantánamo, where he grew up.

Meanwhile, consumers, particularly GenY and GenZ, have shifted their purchase choices on price, efficacy, and, most significantly, the cultural values of these companies.