What’s the definition of a Millennial? How old is a Baby Boomer? When did Gen X start? As researchers, these questions get bounced around all the time. Generation lines are blurry, and segmentations differ from firm to firm.
Beyond semantics, one thing is irrefutable: a new group of young consumers is emerging, and it’s imperative that marketers recognize what makes them tick.
TRU Youth MONITOR’s Kate Turkcan and Spark SMG’s Scott Hess took us inside the minds of America’s youngest demographic during MRCC’s August event, a panel discussion about “Gen WE.” This group, otherwise known as “Centennials,” is loosely defined as individuals born between 2000 and 2020.
They’ve never known life without smartphones. They choose brands because they appreciate what the brand stands for, not just because it’s “cool.” Being sent to their bedroom is not a punishment; rather, the bedroom is a place that has everything a youngster today needs, from video games to Skype. They aren’t fazed by people from different backgrounds, and generally embrace cultural differences.
As this group, and their wallets, grows up, how do we as marketers communicate effectively to them?
Turkcan and Hess make it clear that Gen We is not an easy sell. If this group doubts your product or solution, they are not shy about switching to an alternative or coming up with their own creative solution to meet a need.
On the flip side, Gen We can be your greatest advocate if they support you, your idea, and what you deliver. Make sure that you’re communicating a strong brand idea. If Gen We is enthused by you, they’ll let you, and their friends, know.