The Future Implications for Marketing of the Generation Y Age Cohort

Marketing Towards the Generation Y Cohort

Jessica Dowdy

04/28/2004

Consumer Behavior

Dr. Taylor


Table of Contents

Introduction…………………………………………………………………………………………………………………… 3

Challenge…………………………………………………………………………………………………………………………… 3

Shoppers……………………………………………………………………………………………………………………………… 4

Technology………………………………………………………………………………………………………………………… 5

Shopping Patterns……………………………………………………………………………………………………… 7

Various ways companies are targeting teens and Gen Yers… 8

Conclusion………………………………………………………………………………………………………………………… 9

Bibliography ………………………………………………………………………………………………………………… 11

The future implications for marketing of the Generation Y age cohort

Introduction

Generation Y is the generation of persons born between the years of 1977-1994. That includes more than 73 million Americans! With this vast number of people, marketers will need to cater to these Americans when thinking of marketing and advertising. This, however, is easier said than done. “Gen Yers” are composed of a wide range of views, values, and needs. What is the ultimate marketing strategy to reach this new, difficult generation to understand?

Challenge

The challenge of marketing to the Gen Yers is to first pin point, who exactly the Gen Yers are. The age range of the generation spans from 8 years to 25 years old, with a median age of sixteen years old. The problem with the wide range of ages is an eight year old kid is not looking to purchase the same products as a twenty-five year old. Eight year olds are still into playing with Lego’s and Barbie dolls while a twenty-five year old is trying to survive in the everyday world. However, compared to the age range, Gen Yers are more racially and ethnically diverse and more accepting than the baby-boom generation.

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