Generation Y

Generation Y consists of people who were born somewhere between 1979 and 2000. I was born in 1986 so I am on the older side of this generation. So obviously my opinions and experiences will be different than from a kid who is now in 4th grade. My family didn’t get our first home computer till I was in 6th grade and my sister who is also in this generation was a freshman in high school. None of my friends really had cell phones until we turned 16. Facebook didn’t get big until I was a freshman in college. With technology constantly and rapidly expanding, people younger than me have been exposed to technology way longer. Babies born in 2000 already had personal laptops to learn their ABC’s on!

While I was reading the Businessweek article about Generation Y I found myself having to adjust to the fact that it was written in 1999 and was a little outdated. However, there were main points that I agreed with and that got my attention. The fact that my generation comes from families where the divorce rate is 50%, we have working mothers, and are more racially diverse makes us very different from the baby boomer generation. Parent’s preferences in life can impact the way children view those same products. For instance my next car will probably be a Toyota because my parents always advocated how great of cars they were and that is now instilled in me. However, sadly with both parents having to work and spending less quality time with their kids, Generation Y has created their own views about brands which has made it a challenge for marketers to connect with them because they differ greatly from their parent’s generation.

The stereotype may be narrow but there are many truths to how the Net generation is viewed. I agree that this generation is globally oriented and open minded. We have a great desire to be connected- whether it be with friends, family, interest groups, music fans etc. That is why when I look around class I see people texting or while walking to class I see people either talking on their phone or listening to music. We respond quicker to emails and text messages than we do traditionally mail. We want the latest and greatest new gadgets, and we are constantly on the internet. Every time a new phone comes or a new game system emerges out we feel compelled to own it.

We come from a generation where we can fast forward commercials using TiVo or listen to our iPod so we don’t have to hear commercials on the radio. We don’t like to be interrupted! Because we have been so flooded with media, marketers have to refocus how they are going to reach this generation. We want things to be on our time, we want instant gratification, and for us to be making the decision not just some commercial trying to trick us into buying something. I agree with an article on the website ‘Growing up Digital’ that Y Consumers want options, customization, to be able to change their minds, and to try before they buy. I think marketers should be focused on finding ambassadors to share the company’s product with friends. I agree with the podcast when it talked about the Y Generation trusting the opinions of their friends more than seeing something about it on TV. Marketers need to look more into sponsoring events, having interactive websites, and finding way for us to test their products instead of focusing on traditional media outlets such as commercials. Kids are still very influential and can be swayed in certain directions. Marketers just need to figure out how to sway them in their direction. I remember going through the costume closest at my house and pulling out something my mom use to wear way back in the day that was in style right then. So, it is not just that the baby boomers and the Y generation have totally different taste. It is about figuring out how to market these older brands in a new Generation Y way.

I feel I am a fairly typical member of this generation. My life seems to revolve around the internet. Checking my email is one of the first things I do everyday, and I am constantly on Facebook checking out if my friends posted any new pictures. However, I am not as big into music as most people in my generation, and I am also not a huge technology buff, so I am content with my older phone and iPod. I hate commercials, but I love discounts and saving money. I feel I am open minded like the rest of my generation and also hate being told what to do!

Marissa Hughes

Assignment 1 coming soon!