Marketing to Generation Y
who is Generation Y?
Birth years 1977- 1992.
Over 75 million people.
Significant world events.
Global perpective.
Creating change.
Marketing to Generation Y
Intuit Communities
June 4, 2008
Outline
• Who is Generation Y?
• What does Generation Y most value?
• Why is this topic important?
• How do you market to Generation Y?
• When do you act?
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Who is Generation Y?
•Birth years1977-1992
•Over 75 million people
•Significant world events
•Global perspective
•Creating change
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What does Gen Y most value?
•Freedom
•Meaningful work
•Living first
•Friends
•Diversity
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Why is this topic important?
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How do you market to Generation Y?
•Simple
•Authentic
•Hip
•Quick
•Sustainable
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Gen Y’s Top 15 Most Loyal Brands
• Apple • Target
• Trader Joe‘s • H&M
• Jet Blue • Levi's
• In N Out • Volkswagen
• Ben N Jerry's • Converse
• Whole Foods • Vitamin Water
• Adidas • Red Stripe
• American Apparel
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Why These Brands?
The formula for success with marketing to Gen Y:
1. Clean + Simple= Hip (no fuss, no muss!) It's trendy to be simple
and easy!
2. Quirky, unique and dorky (Jet Blue and Trader Joe's are both
known for being one of a kind shops)
3. Happy employees (people who work at the aforementioned
companies say they LOVE their jobs!)
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How do you reach Gen Y?
•Get to know their
values
•Respect them
•Build a trusting
relationship
•Communicate with
them on their terms
Development
•Training
•Experimentation
•Voice
•Coaching
•Feedback
Diversity
•Community
•Divergency
•Acceptance
•Respect
•Appreciation
Decisiveness
•Simplicity
•Brainstorming
•Research
•Action
•Flow
Marketing to Gen Y
• Social networking
sites (Facebook)
• Mash-ups
• Extreme sporting
events
• Gen Y street teams
• Partnering with youth
oriented companies
• Gen Y word of mouth
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Marketing Turn-Offs
• Hype
• E-mail blasts
• Push marketing
• Fax
• Cold calling
• Trying to be “hip”
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Consumer 2.0 by Mr. Youth
• Authenticity Trumps Celebrity - Consumer 2.0 responds to honest, relevant
messaging from peers over marketing speak and celebrity endorsements
• Niche is the New Norm - Consumers 2.0 do not form a mass market. They relish in
choices and look for products and services that speak to them personally
• Bite-Size Communication Dominates - Consumer 2.0 digests short, personal and
highly relevant messaging in bulk while growing increasingly adept at blocking out
noise
• Personal Utility Drives Adoption - Consumer 2.0 chooses to consume what they
find useful in their lives over manufactured marketing needs
• Consumers Own Brands - Consumer 2.0 will speak about, re-purpose and
associate with your brand as they see fit
• Get the full report at http://MrYouth.com
When do you act?
“We believe that the time for change is here and now.
It is time to start leading and stop resisting this
generation’s efforts and contributions.”
-Bea Fields, Scott Wilder, Jim Bunch and Rob Newbold
Co-Authors: Millennial Leaders: Success Stories From Today’s Most
Brilliant Generation Y Leaders
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Thank-you
Millennial Leaders http://MillennialLeaders.com
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