• by Jean Brandolini Lamb , February 22, 2008

When I was young, I heard that we were all lazy. We were perceived as having no goals; a sulking generation clad in plaid flannel and Dr. Martens. We turned off for a while, but after listening to the Reality Bites soundtrack a few too many depressing times, we tuned back in.

The generation that followed us, Generation Y, has never turned off or tuned out. They are a generation of people who expect to be constantly connected to media, family and friends. If Gen X were Slackers than Gen Y are Communicators.

To them, communication is a part of their being, and a constant extension of themselves. They expect to get in touch with mom and dad or a MySpace friend at any time, day or night. They have many ways in which they express themselves and they do share what they’re thinking and what’s important to them with anyone like no generation before. They know their opinions matter.

Generation Y’s media consumption habits are vast and move from online to magazines. A Deloitte 2007 Media Survey found that 72 percent of people from all generations enjoy reading print magazines. But Generation Y create and consume user-generated content like no other group: 55 percent read blogs (compared to 42 percent of Gen Xers), 62 percent watch streaming video online at YouTube or other sites (41 percent of Gen Xers) and 56 percent create their own entertainment. A whopping 84 percent of them text on their phones, which nearly half see as an entertainment device. 

Brands care about this group because of their size, loyalty and buying power. According to the U.S. Census Bureau, they have $1 trillion in buying power. But that’s not all that makes them attractive. When they like something they tell their friends, which carries more influence than some traditional media. Many may be asking, how do you get this group on your side?

>> Be Authentic:Generation Y can spot a phony a mile away. They’ve been marketed to since they were watching Rugrats, so they are suspicious when they’re being “sold.” Brands shouldn’t sell to this audience, rather they should be authentic and communicate in a way that is consistent, compelling and true to be embraced by this audience. What matters most is standing for something and sticking to it.

>> Don’t Make Them Wait: When this generation wants something, they want it now, Veruca Salt. If you say something is going to be there, be sure to make it is.

>> Be Personal:This generation is “special.” How do they know? Their parents told them so… over and over again. So expect this audience to want to personalize their items. This means they may mix and match high and low — American Apparel and designer jeans — but it also means that they want something that was designed and made especially for them.

>> Embrace Diversity: To this group of ‘tweens, teens and twentysomethings, diversity isn’t a movement, it’s a representation of their lives. Brands should look beyond traditional demographics when studying this age group, as they often see themselves as members of “tribes” they choose rather than groups that they were born into.  

>> Be Socially Responsible: According to a USA Today poll, more than 61 percent have a sense of personal responsibility to “making a difference in the world.” They think that difference can be made, in part, with their pocketbooks. In the same study, nearly 80 percent trust a company more when it has socially and environmentally responsible programs and values. Nearly 70 percent consider the company’s social commitment when deciding where to shop.  

>> Speak Their Language: This doesn’t mean sending text messages in codeJ Which is annoying and panderingL It means finding an appealing and authentic voice in which to speak to this audience.

>> Listen: The more this group can share and become a part of a brand, they more likely they are to become brand advocates. This means not only letting them share with their friends, it also means listening to their comments and suggestions. Don’t assume you know, this group considers itself creative and wants to be heard.

So maybe brand marketers should stop playing Scrabulous on Facebook and try to get a real clue about what the Ys want. Namely, the types of phones they see the young ladies of Gossip Girl using.

Jean Brandolini Lamb is a director of brand strategy and engagement in the New York office of The Brand Union (formerly Enterprise IG). (jean.brandolini@thebrandunion.com)