More GenY Pudding

We found this little nugget this morning

and it was to good to pass up.

For the low price of $279 you can buy this report that sums up what we defined to you in one post. But why take it from us. Maybe had we called it web 2.0 to start with there might be less controversy, but hey, if you like to be patronized- call it 2.0 versus 1.0.

Our research uncovered the following key attributes of Gen Yers:

• Socially Fluid And Highly Networked. Having gone through high school, college, or a first job, many Generation Yers are breaking away from their families and forging their own paths and networks. We found three characteristics that define Gen Yers socially. They are continually connected, speak their own language, and are influenced by peers.
• Emotionally Searching For Their Identities. Adolescents and early adults are at a period of self-discovery, shaped by their environment, education and activities, and social culture. That’s why they seek recognition and fame, enjoy absurdity – and humor with an odd slant, and embrace a variety of subcultures.
• Mentally Fickle And Creative. Few Generation Yers can remember a time when technology – from DVDs to PCs – did not play an important part in their lives. Having grown up with deep exposure to media and devices, they skim text and information quickly, are easily bored, and are expressive and creative.

Based on the unique characteristics of Gen Y, we defined four design approaches for appealing to them:

1. Design approach No. 1: immediacy. To overcome Generation Y’s fickle attention and broad use of media, firms need to hook Gen Yers in by quickly exposing value and then keeping them interested over time.
2. Design approach No. 2: Gen Y literacy. Because Gen Yers are so influenced by peers and their own communication style, firms need to speak to them authentically and on their level.
3. Design approach No. 3: individualism. Diverse and expressive, Generation Yers respond to experiences that allow them to personalize and customize their interactions.
4. Design approach No. 4: social interactivity. Since Gen Y consumers are very social, firms should consider enabling them to communicate and express themselves.

The bottom line: If you want to attract and engage Gen Yers, stop treating them like Boomers.

Bruce Temkin

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Keywords: boomers, Generation Y, Marketing, social marketing, Social Media, web 1.0, web 2.0

Topics: Marketing