GENERATION Y

Generation Y

Who are they ?

"The term Generation Y refers to people born between the late 1970s and the mid 1990s. It takes its name from the previous generation, called Generation X." Other names are children of the millennium or GenY and Yers. Americans also use the term digital natives or net generation because these children have grown up in a world where the personal computer and the Internet have become increasingly accessible.

So Yes, Gen Y, it's us. You,me, the 22 years old guy, I am pretty sure most people who are reading this article are GenY..

 This term appeared for the first time in 1993 in the magazine Advertising Age, refers to a Behavioral aspect from a managerial point of view,Companies are beginning to change the way they operate today to adapt to this new population, independent and connected.

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They grew up without World War, but with the threat of unemployment and the recession, 
Less loyal than Generation X, they do not think that they will spend their lives in the same company. They ask more questions, they argue, challenge management techniques, the orders. They need to understand why, all the time. And when the company no longer meets their expectations, they leave for an other one.

Some facts

63% stay less than 2 years with an employer.

72% prefer to go abroad .

81% expect to be promoted within two years.

60% belong to at least one social network.

Spend 4 hours per day on internet

So how to sell him a product?

           Stop doing marketing

Means, stop doing marketing in the old way. The GenY do not want to hear the company promote the brand. He wants to discover it in a fun way like through mobile content, A nice Entertainment to give the impression that nobody is trying to sell something.

According to Mattias Behrer author of ‘How Cool Brands Stays Hot’, the top 15 of their favorite brands confirms that GenY "are drawn to brands speak to  them That in a straightforward and stripped-down way, use plain packaging, and Avoid excess."

Not surprisingly, there's: JetBlue, Apple, Trader Joe's, Ben & Jerry's, Target, Levi's, Converse, VW ... Nothing but great 'good oldies'.

A Company who took the opportunity..

this is a funny and engaging campaign for the GenY made ​​by Internet Explorer for the launch of their new Explorer 9 browser. This campaign is aimed at those who grew up in the 90s and then with Explorer. The engine here reaffirms his status as a pioneer, and his special relationship with the generation that experienced a before and an after, almost as long as the other one.

The conclusion is that we feel that Explorer assume its status almost has-beens.

The site takes on its past mistakes, but promises to change,  while reminding you why you loved so much, with a nice self-mockery.