Generation Y - Exposed, Explored, Explained

Released on: February 7, 2008, 10:12 pm

Press Release Author: Bea Fields

Industry: Marketing

Press Release Summary: New book highlights successes by members of the newest
generation of young adults and offers insights about how to appeal to this group

Press Release Body:
Southern Pines,NC,February,08, 2008 -- Political leaders want their votes.
Businesses want their disposable income.Bea Fields - an internationally renowned
leadership consultant and author - recently completed a socio-economic study of
Generation Y and its potential economic and political power.

Her new book detailing her findings -- Millennial Leaders: Success Stories from
Today\'s Most Brilliant Generation Y Leaders -- highlights a number of Gen-Yers who
have already made a name for themselves, and also offers plenty of insight and
advice for political and business leaders seeking to tap into this burgeoning market
of young adults.

Generation Y - people born after 1977 -- represents more than 70 million consumers
in the United States. Members of this group earn a total annual income of about $211
billion, and spend approximately $172 billion per year.

"Generation Y represents a massive group of influencers - the largest, and the most
cutting edge generation in our history," says Fields. "They cut their teeth on
technology, grew up with the knowledge they could do anything -- because their
parents and teachers told them so -- and a desire to make a difference in their
world. Because of their size and influence, they have the ability to change the
direction of our economy and our political system"

Fields points out that Generation Y cannot be reached through traditional marketing
channels. "What worked with their parents and grandparents won't work with this
group," she says. "Direct mail, print ads, and television advertising bounce off
these powerful consumers like bullets against Superman's chest."

So how do you reach this group when they can choose their own music without
listening to a commercial radio station, can block outsiders from their social
circles, and only refer to newspapers when they need packing material to move on to
their next venue?

"If you're serious about marketing to this group, you need to think outside the
traditional," says Fields. "You need to take your marketing efforts where these
young people are. Gen-Yers are very tech-savvy. You need to integrate technological
innovations like podcasts, and social networking sites like Facebook, Second Life,
Twitter and MySpace into your marketing plan."

Fields cautions that any marketing efforts targeting Generation Y need to easily be
defined by Gen-Yers as "cool."

She cites Barack Obama's presidential campaign, and Apple as examples of two current
institutions that are meeting that standard and successfully marketing to Generation

"I think Apple, with the i-Pod and i-Book and Senator Obama announcing his political
campaign on You Tube before going throuh traditional advertising, are strong
examples of a company and a leader that have successfully tapped into this market,"
says Fields. "Apple founder Steve Jobs said he wanted to make the design of the
Apple iBook so cool that users would want to \'lick the screen\', and to Gen
Y...that\'s \"cool\".PressRelease Distribution By

Web Site:

Contact Details:
Contact Information

Bea Fields
Bea Fields Companies, Inc.
Southern Pines,NC

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