Targeting the Gen Y Market
“Members of Gen Y could be the best business owners during an economic downturn. Why? Because they understand how to use social networks to hook customers.”
Quick Facts
For GenYs when it comes to beer, Victoria Bitter beats foreign lager, while chocolate cravings are more often for Cadbury than other brands.
Gen Y is the largest, most culturally diverse demographic group. They're ambitious, demanding and they question everything. They are self-absorbed, gregarious, multitasking, loud, and optimistic. Raised by Baby Boomers, they have been told since they were babies they can be anything they can imagine. They are entrepreneurial, yet supported and protected by the safety net of their parents.
Gen Ys are environmentally aware, into wellness, and value volunteering/charitable work. They love to travel and regard it as a learning experience. They frequent the gym and may have a tattoo and a piercing somewhere besides their earlobe.
Gen Ys put friendships, sport, and music at the top of their list. In a job, they want positive relationships, interesting work, and continuous learning opportunities. Friendship is such a strong motivator for them that Gen Y workers will choose a job just to be with their friends. They are the world's first global generation. Gen Ys grew up on the Internet and they know how to launch a business online. Facebook, for example, was started by a Gen Y university student in his bedroom. Most are members of social networking sites such as MySpace, Facebook and Twitter.
They crave connection and their most important possessions are electronic – mobile phones, iPods, BlackBerrys, laptops - and they're never seen without them. Digital cameras are found in Gen Ys handbags and backpacks, to chronicle their fascinating lives and post them all over cyberspace.
They listen to music as diverse as hip hop and experimental rock. They aspire to entrepreneurial, sporting and media-hype legends, such as Richard Branson, Tiger Woods, and Paris Hilton.
You may find a male Gen Y carrying a Yoga mat and meeting their mates for coffee instead of a beer. Female Gen Ys play video games and watch sports. Both sexes prefer entertaining at home than going to a nightclub. With increasingly hectic lifestyles, Gen Ys like easy yet healthy food options.
Growing up with global terror threats and environmental truths, Gen Ys are not promised a healthy, happy tomorrow. So they're determined to live their best lives now.
Gen Y must-haves
• Tsubi or Nudie jeans
• Apple Mac anything such as iPhone, iPod and iBook
• Nintendo Wii or PSP
• Subscription to GQ, Madison or Cleo
Quick Facts
- Aged between 18 and 30 years
- Tertiary educated
- Primary communication is SMS and email
- Predominantly live in metropolitan regions
- Most are renting or living at home with their parents
- Many believe home ownership is unachievable in their lifetime
- Large disposable income and spending power
- Have credit card debt
- Enjoy eating while socialising
- Spend more time on the Internet than watching TV
- Have tried to lose weight
For GenYs when it comes to beer, Victoria Bitter beats foreign lager, while chocolate cravings are more often for Cadbury than other brands.
Gen Y is the largest, most culturally diverse demographic group. They're ambitious, demanding and they question everything. They are self-absorbed, gregarious, multitasking, loud, and optimistic. Raised by Baby Boomers, they have been told since they were babies they can be anything they can imagine. They are entrepreneurial, yet supported and protected by the safety net of their parents.
Gen Ys are environmentally aware, into wellness, and value volunteering/charitable work. They love to travel and regard it as a learning experience. They frequent the gym and may have a tattoo and a piercing somewhere besides their earlobe.
Gen Ys put friendships, sport, and music at the top of their list. In a job, they want positive relationships, interesting work, and continuous learning opportunities. Friendship is such a strong motivator for them that Gen Y workers will choose a job just to be with their friends. They are the world's first global generation. Gen Ys grew up on the Internet and they know how to launch a business online. Facebook, for example, was started by a Gen Y university student in his bedroom. Most are members of social networking sites such as MySpace, Facebook and Twitter.
They crave connection and their most important possessions are electronic – mobile phones, iPods, BlackBerrys, laptops - and they're never seen without them. Digital cameras are found in Gen Ys handbags and backpacks, to chronicle their fascinating lives and post them all over cyberspace.
They listen to music as diverse as hip hop and experimental rock. They aspire to entrepreneurial, sporting and media-hype legends, such as Richard Branson, Tiger Woods, and Paris Hilton.
You may find a male Gen Y carrying a Yoga mat and meeting their mates for coffee instead of a beer. Female Gen Ys play video games and watch sports. Both sexes prefer entertaining at home than going to a nightclub. With increasingly hectic lifestyles, Gen Ys like easy yet healthy food options.
Growing up with global terror threats and environmental truths, Gen Ys are not promised a healthy, happy tomorrow. So they're determined to live their best lives now.
Gen Y must-haves
• Tsubi or Nudie jeans
• Apple Mac anything such as iPhone, iPod and iBook
• Nintendo Wii or PSP
• Subscription to GQ, Madison or Cleo
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© 2012 Created by Fiona Powell.
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