The article in the url below analyzes Generation Y from a marketing perspective—attempting to understand what drives today’s 18-30 year olds and how to harness that energy:
“In 2007, I fielded a global quantitative study of Gen-Yers in 13 countries and was surprised to find the No. 1 attitude unifying the generation was: "I would fight for a cause I believe in." … Gen-Yers have an activist bent. But their activism is different from the idealism and rebellion of their Boomer parents in the 1960s and '70s. … They treat themselves and their dreams almost like causes.”
According to the study, “Gen-Yers” feel passionate about specific values. To pursue them, they will either join firms or purchase brands that match those values, or they will create their own opportunities:
“According to the Wall Street Journal, half of all new college graduates now believe that self-employment is more secure than a full-time job. According to a Gallup pool, over two-thirds of high school students say they intend to start their own companies.”
The conclusion, however, is not just that Gen-Yers want to support specific brands and campaigns; it is that they want to participate and shape movements for change:
“Some are social movements -- the sweatshop-free and socially responsible clothing movements are making clothing brands like Timberland, American Apparel and Patagonia must-have items for GenY. Others are cultural movements -- rather than selling processing speed, Apple invites GenYers to join a creativity movement. Obama became the choice of Gen-Y voters because he asked them to join a movement for change, not simply to vote for him.”
Take care
Dave
Bill Werther & David Chandler
Strategic Corporate Social Responsibility
© Sage Publications, 2006
http://www.sagepub.com/Werther/
Engage: Gen Y—The Rise of Cultural Movements
Chip Walker
Center for Media Research
Thursday, April 3, 2009
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=103458
