GENERATION Y
Echo Boomers
Millennials
Digital
Generation
Generation Next
Background
Born from 1979 – 1994 (60 million)
Education-minded generation
Family-oriented
“Self-esteem generation”
Technology savvy
Most socially conscience generation since
the 60’s
Melting Pot culture
Core Values
Shared life experience
Advertising – major role
Peers & Family
Newspaper- Minimal Role
Lifestyle – past and present
Victims of Sep 11- Still No
Effect
Open to new Ideas-
Piercing & Tattoos
Own Cell Phone, Play
Station, DVD Player,
Expensive video games
Status no bar- enjoyment
first
Drug Use, Abortions,
drinking are down
Gen Y Companies
GAP, Abercrombie & Fitch
Tommy Hilfiger (#1 Brand)
Ahead of style curve
Sponsoring Nintendo competition
Deal with Mirimax dealing with
teen actors
New brands overtaking market
staples
Mudd, Paris Blues, In Vitro – HOT
NOW
Nike, Levi Strauss, Converse –
OUT OF STYLE
Statistics
Dual income and single parent households grant
Gen Y buying power.
Part time jobs – supplement income
Spent $141 billion last year
Nature
Self-centered
tendencies
High brand awareness
Very price sensitive
Consumer shop-
aholics
Products/Services
They want technology –
and everything else –
NOW!
Brand preference changes
frequently
Bombarded with ads since
birth
New brands in
entertainment, sports
equipment
FASHION – run behind
fashion
Advertising
Humor is key!
They love to be entertained.
Out of school time spent with media or sports.
Fun and Status
Impulsive Buyers
http://www.allnews40.com
Preferred Media
Internet is very important.
TV shows forced to make websites
Drives diversity
Crucial for under-18 market
More than 80% have access to computers
Focus of Movie Industry on horror movies
Eg. I Know What You Did Last Summer
Key Features For Advertisers
Don’t Care About Interest Rates (Ages 21 and under)
Eg. Loans, Debit cards
Sell Lifestyle
Like Similarity
Recommendations
Obtain better understanding of Generation
Y as a whole
Use internet, TV, and radio as mediums
Website design important
Fitness Center
Soon to be looking for cars, mutual funds,
and first homes
SUMMARY
Gen Y is a formidable force – Cannot
Ignore
Disposable income, 60 million strong
Life Long Customers
Driven by technology & Humor