Short attention spans, flicking through multiple open internet tabs and having at least two windows open at once, this is the scenario your brand is competing with for your Generation Y audience’s attention. Born between 1980 and the early 2000s, this is a group born at a time when the Walkman was new and exciting, and long before Google became a commonly used verb!
The members of Generation Y are unsurprisingly shaped by the massive developments in technology of the past few decades. To get your brand noticed, and to keep them interested long enough for them to absorb the messaging, can be a challenge.
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Generation Y’s demographic is defined as confident, they crave being connected and aspire to being an individual. As well as being comfortable sharing their entire life online, this is a self-centred generation. “Let me take a Selfie,” is their catchphrase. These less than complimentary traits are contrasted with more positive attributes, such as caring about social causes and having strong ties with their families. Time, for Generation Y, is the ultimate luxury.
Communicating with this age group requires more than just listening to them, but catering to their needs.
With a demographic that holds such high importance on being socially “plugged in”, brands need to promise an experience rather than a product message. It’s what I’d consider marketing 101 when talking to Millennials. Experiential marketing, such as “flashmobs”, was the first example of this innovation. Applying this marketing tactic and adapting to these trends, can help brands to keep relevant to a target market that is mushrooming as Millennials come of age.
Accolades such as The Sunday Times Next Generation Awards, are a good indicator of a brand’s relevance to Millennials, and the generation that follows, known as Gen Z or the Silent Generation. This group is currently about 15 years old, and is too young to remember 9/11. They have grown up in a world of political and financial turmoil. As a result, they are more likely to look after their money, and want to make the world a better place. A report by Sparks & Honey, a US advertising agency, describes this generation as the “first tribe of true digital natives” or “screenagers”. But unlike the older Gen Y, they are smarter, safer, and more mature, and want to change the world.
These awards are fantastic as a means for brands to gain an insight into this emerging generation, as they are voted for by 5 400 young people aged 8-23. It’s vital to recognise and keep tabs on these individuals, as this group will only get bigger. Meeting them every step of the way and keeping them engaged is vital, as they are our current and future customers.
Marketing managers will need to start adapting to this need for experiential advertising, by crafting events and creating real environments that appeal to this demographic. Introducing modern design in your business locations will help create comfortable and multifunctional spaces for these individuals. Hosting events that are also tailored to speak to this demographic is key, such as collaborations with local bands, DJ nights, comedy events and unique food and beverage events.
But of the utmost importance is the use of social media channels to tell the human stories of your brand. This is a group of sharers who “like” things to their friends, and this type of exposure can create a real understanding of a brand.
Great brands nowadays are created by the people who care about them and believe in them, and sharing this experience will help create better brand presence and most importantly build an emotional connection with consumers. Whether it is through charity work or activation, brands can play an active role in engaging consumers. Here are some key questions that will help guide your brand and communication strategy to assist in keeping the younger generation interested and engaged with your brand your brand.
- Are we reinforcing the concept and messaging behind the brand?
- Are we giving our customers something to talk about?
- Can we release information gradually?
- Do we give our customers an opportunity to get involved?
- Are we making it easy for our customers to spread the word?
- Are we expanding the network of media we use to include new media channels?
