Tuesday April 15th, 2014

Digital and Generation Y: stake and issue around new technologies

The traits of generation Y are often discussed but analysis becomes more defined through expert studies. For some of them, the main difference between generations X (1959- 1981) and Y (1981- 1996) lies in « technology » itself. In fact, generation Y grew up with technologies that their elders never had access to at that same age, which has lead to relation modifications between members of generation Y with brands.

A recent infographic is showing a condensed explanation of the major difference between the two generations:

- Generation Y is extremely active in its research of information

- Generation Y likes to share content, information, good deals with its entourage via e-mail or through social networks

- Generation Y is creating content: blogs, websites, social networks or microblogging

- Generation Y is however less and less sensitive to advertisement

Impact of changes on generation Y expectations towards brands

Interactions with brands are certainly impacted and different. As generation Y grew up, they became more aware and have now become a true challenge for brands to continue to connect with the shopper:

- Generation Y is expecting information, especially from brands

- They also question brands knowledge on their consumers. In fact advertisements do not have much impact on them

- They connect and discuss with brands through social networks and are often looking for deals online.

- They connect through various screens through the day

Concrete modifications from brand strategies

More than ever, brands have to deliver relevant and useful content to impact this generation, allowing to create a link between various distribution/communication channels (Internet, mobile application, physical store and social networks). To meet this demand, brands are listening to those consumers and increasing interactions with this hyper connected generation. They also use new dialogists such as bloggers and community managers to animate and interact with their communities.

To work effectively, brand strategies have to be hyper targeted and based on consumers’ data. By offering a cross canal experience on various channels, brands create huge opportunities to connect with a hyper connected shopper. For instance, Ubisoft often bet on fans implications in game development, teasing strategies, social networks interactions, forums or websites to organise marketing campaigns.

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