Generation Y

According to Wikipedia, “Generation Y” is made up of young people born to “baby boomers” between 1978 and 2001. This social category, which I fall into, is also known as “The Net Generation” and the “iGeneration,” and rightfully so.

We became familiar with computers at a young age, even teaching our parents how to use basic applications like Microsoft Excel. We rebel against the traditional cultures of the past, embracing cutting-edge technology and innovative design. We rely on text messages and e-mails more than the good old fashioned phone call. We crave all that is new and demand that companies meet our needs. (That’s their job anyway, right?)

While these stereotypes are narrow, essentially, they are true. Our lives do revolve around the internet: whether it be through social networking, listening to music, shopping, and even reading. But, I think there are still a group of us that embrace all that is classic. I’m not referring to the Vintage movement, but more to a mindset that values trust and stability. I haven’t quite bought into the Apple craze because I’m comfortable with my Dell laptop. I prefer getting my bills and bank statements in the mail because I like keeping physical, concrete records. I think texting is a really inconvenient mode of communication. My conservative, small town upbringing may have something to do with this. I’m also at the age where I finally realize that my parents are usually right. In most aspects, though, I am a stereotypical member of Generation Y.

The BusinessWeek podcast was correct to assume that the physical world is of little importance to us. Despite the prominence of the virtual world in young people’s lives, it is simply just another dimension of the physical world. Our friends on Facebook and the bands we listen to on Pandora are all entities that exist in real life; they’re simply using the internet as a medium to reach their target market.

Companies are beginning to realize that Generation Y doesn’t want to be spoonfed. We want to seek out information for ourselves. From the sources that we value. We depend on the testimonies of our friends; we don’t care what the “experts” say. Instead of blatant advertising, more companies are simply placing products and brands within our reach, prompting us to take the next step. On Facebook, you can “become a fan” of any company, celebrity, book, movie…basically anything you could think of. For instance, I just became a fan of J.Crew. This means that my profile contains a link to J.Crew’s Facebook profile. It cost me nothing to display my loyalty to the company, and it adds another piece of personal information to my profile, giving anyone who looks at it a better idea of who I am. At the same time, the company advertises for free to all of my friends…and they never even asked me to!

I think this is the secret to reaching Generation Y. We don’t want to be interrupted while watching Gossip Girl. We don’t want your flyers in our mailboxes. (Nothing good comes by snail mail these days, just bills.) We listen to our iPods in the car so we don’t have to hear commercials on the radio. We want everything to be up to us. We want to make the decisions. There are rarely any big, wrapped presents under the Christmas tree for me these days; I am perfectly content with envelopes filled with gift cards. Why? So I can spend how much I want on what I want on my own terms.

Marketers need to relate their products to the members of Generation Y. Everyone knows what Pepsi sells and what their drinks taste like. But if Pepsi sponsors a summer concert tour of Vampire Weekend, that alliance stands out to me. Because of my loyalty to the band, my opinion of Pepsi changes. I might not go out and buy a case of Mountain Dew the next day, but the brand’s image, to me, becomes more positive. I think most Generation Y-ers would agree that companies should make efforts to reach us specifically. Just because the marketing efforts aren't as direct doesn't mean that they aren't effective.