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Generation Y for Rookies by LID Editorial

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CHAPTER 9

How to appeal to Gen Yconsumers

Generation Y as a market

I first became aware of Generation Y as a market when I was working in the media industry for The Economist Group (publisher of The Economist newspaper). Marketing people and advertisers realized that this generation was quite different, in terms of their attitudes and values, from consumers of other ages. They started to take steps to understand Gen Y so that they could appeal to them.

The so-called “grey market” is very important to many organizations these days, because the population is ageing, and this age group often has more time and disposable income. But some organizations and sectors are either losing or not gaining young consumers at the rate they need to in order to ...

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