GENERATION Y
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Echo Boomers
Millennials
Digital
Generation
Generation Next
Background
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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
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Shared life experience
 Advertising – major role
 Peers & Family
 Newspaper- Minimal Role
Lifestyle – past and present
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Victims of Sep 11- Still No
Effect
Open to new IdeasPiercing & 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
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GAP, Abercrombie & Fitch
Tommy Hilfiger (#1 Brand)
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Ahead of style curve
Sponsoring Nintendo competition
Deal with Mirimax dealing with
teen actors
New brands overtaking market
staples
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Mudd, Paris Blues, In Vitro – HOT
NOW
Nike, Levi Strauss, Converse –
OUT OF STYLE
Statistics
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Dual income and single parent households grant
Gen Y buying power.
Part time jobs – supplement income
Spent $141 billion last year
Nature
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Self-centered
tendencies
High brand awareness
Very price sensitive
Consumer shopaholics
Products/Services
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They want technology –
and everything else –
NOW!
Brand preference changes
frequently
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Bombarded with ads since
birth
New brands in
entertainment, sports
equipment
FASHION – run behind
fashion
Advertising
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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
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Internet is very important.
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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
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Don’t Care About Interest Rates (Ages 21 and under)
Eg. Loans, Debit cards
Sell Lifestyle
Like Similarity
Recommendations
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Obtain better understanding of Generation
Y as a whole
Use internet, TV, and radio as mediums
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Website design important
Fitness Center
Soon to be looking for cars, mutual funds,
and first homes
SUMMARY
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Gen Y is a formidable force – Cannot
Ignore
Disposable income, 60 million strong
Life Long Customers
Driven by technology & Humor