The "New" Generation Y

It’s amazing to me how far we have technologically progressed since I was a kid. Fortunately, I’ve always grown up with some sort of computer access. Of course, when I was younger the internet was a little more primitive (Oregon Trail anyone?), but I guess I shouldn’t complain considering my computer didn’t tack up an entire room. Now, we have these great inventions known as Iphones. This all-in-one gadget does a great job of summarizing the needs of Generation Y. I’m sure many Baby Boomers find this Apple product a little unnecessary. I, as a member of Generation Y, find it essential. It provides access to all the specific needs of a trendy professional. In the fast pace world we live in, it seems like you would be at a disadvantage if you could not receive email on the go. It’s perfect for us!

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With that said, I think the podcast “The Myspace Generation” by David Byrne captures Generation Y fairly accurately. In its accurate depiction, I feel like it also shows that maybe the generation gap really isn’t that large. The podcast seems to argue that Generation Y is very socially driven (i.e. the comment about music being the social currency in high schools). I’m sure most would agree that every modern generation is very socially driven. It seems like this generation is just using better technology than others. Despite this technology, we are still searching for all the levels of Maslow’s Hierarchy of Needs. We want social acceptance, confidence, and strong relationships. I think many people look at these Generation Y kids as a puzzle. On the contrary, I think Generation Y kids are quite easy to figure out. They are looking to satisfy the same needs that generations before them have longed for. Fortunately, it’s now a lot easier for this generation to access their needs through the internet. Specifically, one need can be satisfied through MySpace and/or Facebook. These social networking sites help Generation Y to feel socially accepted because they can meet people from across the world that are exactly like them. Marketers need to further focus on how to expand on this ancient need for acceptance.
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On the other hand, I think the Business Week article about Generation Y does not accurately depict Generation Y. It seems to make arguments about many of the brands Generation Ys prefer. I would have to argue that Nike, Converse, and many other established brands are tremendously popular. For instance, I cannot walk to school without seeing nearly three-fourths of The University of Texas student body sporting some sort of Nike, Inc (includes Hurley and Converse brands) product. Thus, I think the article grossly underestimates the amount of brand loyalty teens have to established brands. With that said, I do agree that Generation Ys are easily influenced by peers and celebrities. For instance, the Secret Sparkle deodorant was tremendously popular in large part due to its association with Rihanna. Even so, this desire to follow favorite celebrities brings me back to the need for social acceptance. It seems like marketers should continue to use grassroots efforts to make products seem socially cool. Once this socially cool factor is established, no matter the product, it seams like Generation Y will buy. Some modern examples of this cool factor include Apple’s trendy business strategy and Mountain Dew’s connection with extreme sports.

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To get a little more personal, I think I’m somewhat atypical to Generation Y. While I am driven and already had a 10 year plan entering college, I tend to enjoy classic simplicities. For example, I actually do not have Facebook. According to many, no facebook means social suicide, but I look it as a way to continue to have more personal face-to-face and/or phone conversations. Moreover, I think it’s unnecessary to constantly let people know what you’ve been doing. I want to keep my life as private as possible. Thus, I enjoy life without the hassles of checking my facebook.
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Despite my personal philosophy, I’ve realized that I’m quite rare in my generation. Therefore, I would highly recommend marketers continue to tap into these trendy, alternative styles that most Generation Ys desire. I think marketers must strive to find unique niches and take chances in trying to find the next big thing. The worse thing a marketer could do is to stop evolving their strategies because they think they have figured out Generation Y. If we know anything about Generation Y, it is that we are always changing and looking for the easiest way to do multiple things.