Expecting Gen Y consumers to react like other generations is a fatal error
They’re NOT Gen X and Boomers
So “business as usual” marketing won’t cut it
It entirely misses the ZEITGEIST of this generation
Marketing to Gen Y DEMANDS a strategy that GETS the Gen Y psyche
Image and Identity
who I am to the world & who I am to myself
and all the variations of fame-fascination
not traditional authority but peers, celebs & digital influencers
social currency is to Gen Y as $s are to GDP
tech as both means and end
These dynamics are the marketing playbook for Gen Y
- and the marketing connection is
Gen Y lifestyle choices are driven by their aspirational values
Target these values – you target Gen YMake your brand an extension of their aspirations
Gen Y is already the most
powerful consumer demographic
– and growing
Can any business afford NOT to have a marketing strategy that understands them?
HOW&Y can engage these consumers, bring them to your brand, and hold them
– by differentiating your product or service with a message that matters
Brian Mitchell PhD and Evan Mitchell are founders of HOW&Y.
Both have strong backgrounds in FMCG, having consulted to some of the most prominent consumer products companies in the US, across widely diverse categories and brand portfolios.
For the last six years they’ve researched and published widely on the Millennial mindset, demonstrating an unrivalled understanding of the prevailing attitudes and behaviour patterns of the Gen Y consumer. Their Aspirational Values model is the first marketing perspective tailored to the psychological and cultural characteristics of this unique demographic.
Articles in US publications – BizCatalyst, Execunet, Hotel Business Review – plus B&T (Australia), Bizcommunity (SA)
Gen Y Panel
fashion & lifestyle retail
social media strategist