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Marketing to Generation Y: What You Can't Afford Not to Know
Generation Y. You’ve heard that they don’t watch TV, and you’ve probably been told that they don’t read that much. Your research tells you that you can’t target them through MTV anymore, and you certainly can’t tell Gen Y what is cool. So how do you reach these 71 million “Millennials” that spend over 200 billion dollars annually and will soon replace the baby boomer generation as the largest percentage of the workforce? The answer is simple—you STOP marketing to them. Let me explain.
First, let’s look at who they are. As a baby boomer, I can tell you that this generation—sometimes called the “Connecteds”—are our own invention. We raised Gen Y to believe that they can do anything and be anything. We made their lives easy enough that they now believe they deserve to live first and work second. (How dare them!) So the first thing we have to do is stop being pissed off at our own creation and embrace the brilliance of this Gen Y community.
This is the most optimistic generation to ever walk the face of the planet. They absolutely believe that miracles are possible. They refuse to work a job that does not bring them ... more
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