No brand can ever rest easy with one target audience, but brands that have relied heavily on Boomers for their success really need to think like Mercedes and consider how they will engage the wave of Gen Y consumers that could be the key to their futures.

Recent statistics show that Gen Y has already given birth to more than 13 million babies. With the generation being nearly 80 million strong, they will produce more children than baby boomers. What does this mean for marketers? Strap yourself in for a few decades of a wild ride!

It's not about what, but why. Understanding why people go online, and how that changes over time, will open up many new and exciting opportunities.

As we look in the rear-view mirror to see the year 2009 disappear in the distance, we can't help but hope for better times ahead. At the same time, let's hope we don't lose the scrappy resourcefulness that, in the crucible of the recession, burned off impurities of youth marketing and revealed the shape of things to come.

What can a brand learn from the fast-paced life and creative ingenuity that makes Gen Y Gen Prototype? The answer may lie in a brand's ability to be light on its feet, take chances whenever possible, and prove itself a true continual innovator in its category.

Like everything these days, time and technology have changed the wedding industry and the impact it has on those around it. What used to be a more intimate event that people were invited to has now become more of an all-inclusive and all-consuming planning event for Gen Y -- which in turn, gives marketers a greater opportunity to think more broadly and capture dollars and mindshare.

Our research continues to support the validity and effectiveness of these fundamentals and we believe the three basic tenets below will help guide your marketing efforts through the changes we are witnessing. These oldies but goodies will get you back into the hearts of your Gen Y consumers.

Apparel manufacturers should take note of the need for more nooks and crannies to house wallets, cell phones and other personal items that are deemed either too important or too essential to be left in a backpack by young males.

Millennials could be your next growth opportunity if you can appeal to the right sensibilities today. Gen Y-ers are looking for brands that offer confidence and familiarity, that solidify and reinforce their values and that provide smart solutions to the either/or obstacles they fac

It is a delicate balance for a brand to be an active and desired participant in this world and not an intrusive and disruptive one. The essential thing is to understand the entire social landscape and to develop a tailored brand strategy that is organic at its foundation.