What drives the GenY?

Résumé du document

Who are the GenY? Like any other generation, birthdates might be a relevant indicator. In this specific case, Gen Y are born around the same historical period, that is from the mid-80' to today. However, it is more in terms of shared needs and expectations that they offer an interesting case to study. One of the key features of this cohort is to have grown immersed in technology. In a recent survey of a large panel of American College students , 97% own a computer, 94% own a cell phone, 44% read blogs and 75% belong to an online social network. But why would they be almighty? Mainly because of their age. They represent an incredibly active and demanding commercial target, whose desires and needs must be taken into account. They have undergone significant social evolutions that shaped their relations with the political sphere, with companies, and with other individuals. They handle new technologies better than any other generations.

Extraits

[...] What drives the GenY? Who are the GenY? Like any other generation, birthdates might be a relevant indicator. In this specific case, Gen Y are born around the same historical period, that is from the mid-80' to today. However, it is more in terms of shared needs and expectations that they offer an interesting case to study. One of the key features of this cohort is to have grown immersed in technology. In a recent survey of a large panel of American College students[1] own a computer own a cell phone read blogs and 75% belong to an online social network. [...]

[...] That is exactly what Nike has done when they launched “NIKE online. On this website any customer is free to modify the colours and the textile of almost every single part of a Nike classic shoe. This identification culminates with the possibility to write a name instead of Another tendency toward rare and high profile goods could be found in the more and more frequent collaborations between artists and established brands. In 2005, Adidas launched its now famous Adicolor series, where several artists, such as the Danish designer Wood Wood, the fashion icon Jeremy Scott or the French painter Fafi to name a few, were invited to produce very limited editions of the brand's bestsellers. [...]

[...] It is the forms taken by theses participations that have changed. They refuse established channels in favour of more creative and specific actions, such as mobile-phone coordinated mobilisation known under the name of “flash mob”. During theses happenings, a large group of persons gather in a public place, express a brief message using unusual methods and quickly disperse. (lying down on the floor without making any noise to protest against an ethnic cleansing uncovered by mass media is a good example). [...]

[...] Indeed, even Gen Y seem reluctant to be hold too closely by brands, as shown by the success of contract free mobile phone offers. Freedom lies at the core of much behaviour. Gen-Y desire to be able to jump from one brand to another any time they want if one label do no more fulfil their expectations. However, this dialogue still exists but has to be entertaining and creative. For example, a daring but pertinent form of this new necessary cooperation between brands and consumers could be found in Fiat's communication around the recently reedited Fiat 500. [...]

[...] Indeed, they have understood that entertainment and new marketing grounds' exploration are the best ways to catch Gen Y's attention. To be noticed, a brand, or any would-be interlocutor, needs to adventure itself into unexplored field. In order to do so, Nike installed basketball panels on the top of several garbage bins in Manhattan, thereby promoting an irreverent, but irresistible, way to get rid of trash. This sort of operation highlights the fact that brand's focus has shift from the products they sold to the image they offer to consumer. [...]