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GENERATION Y

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.

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GENERATION Y

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  1. GENERATION Y • Echo Boomers • Millennials • Digital Generation • Generation Next

  2. 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

  3. Core Values • Shared life experience • Advertising – major role • Peers & Family • Newspaper- Minimal Role

  4. 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

  5. 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

  6. Statistics • Dual income and single parent households grant Gen Y buying power. • Part time jobs – supplement income • Spent $141 billion last year

  7. Nature • Self-centered tendencies • High brand awareness • Very price sensitive • Consumer shop-aholics

  8. 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

  9. 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

  10. 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

  11. Key Features For Advertisers • Don’t Care About Interest Rates (Ages 21 and under) Eg. Loans, Debit cards • Sell Lifestyle • Like Similarity

  12. 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

  13. SUMMARY • Gen Y is a formidable force – Cannot Ignore • Disposable income, 60 million strong • Life Long Customers • Driven by technology & Humor

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