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How many times have you muttered the words “Kids these days…” then stopped yourself short, telling yourself that you’re starting to sound like your parents and that it wasn’t so long ago that you too were in your teens. But it is highly improbable that your younger years were similar to that of today’s youth – particularly in terms of the lingo used, the trends followed and the life decisions made. Generation Y, aka those born between 1980 and 1994, are unlike any generation before them – and need to be understood before advertisers can successfully market to them. Findings recently discovered by McCrindle Research have shown that Generation Y is a “media savvy, highly educated” bunch that is “more open to change” and “always looking for the next gadget”. They’re also “apolitical” and “self-absorbed” people (not that they’d want to you call them that) and have “a short attention span” – qualities that might seem obvious given Gen Y are aged between 12 and 26 years of age, however it is vital that advertisers consider these characteristics when deciding which medium and message will most effectively reach them. Released to The Bulletin magazine in November, the report “Seriously Cool – Marketing and Communication with Diverse Generations” identified myriad features about Gen Y that can help businesses gain insight into what makes this fickle group tick. What motivates them to buy? What do they spend their (mostly) disposable income on? How do they respond to advertising? Before these questions can be answered it’s critical to dispel one popular myth. Until recently advertisers saw Generation Y-ers as a goldmine market, bursting with disposable dollars and an insatiable purchase appetite. The McCrindle report has since discovered that they don’t have as much money as most perceive them to have, with many still living at home with mum and dad. This generation much prefers to spend whatever income they get on travel, entertainment, fashion and music above rent, bills and a mortgage – but they’re still very careful with what they buy. Technology is a winner with Generation Y, and the relatively affordable price of portable music players and mobile phones makes it possible for them to upgrade on a regular basis. But don’t expect them to go out and buy the latest technology just because it’s promoted…how a product is advertised plays a big part in their decision-making process, with Lifelounge head Dion Appel telling The Bulletin: “Brands must demonstrate their authenticity” if they wish to create a relationship with Gen Y. It’s also important that advertisers grasp just how much the Internet now factors into Gen Y’s media choices; 21.1% are spending over 10 hours online each week compared with 17.7% spending the same amount of time watching TV (Lifelounge). Vox PLUG is the Information Media vehicle aimed at this younger market. Developed as a way to effectively reach Generation Y, Vox PLUG recognises the frequent changes this market goes through – particularly in the way they speak. That’s why it’s the kids that do the talking; they effectively communicate the authenticity of a product to the market, using the same lingo as their peers to assure them that what is advertised is worth giving a go. Vox PLUG can take the form of multiple mediums including a TVC, sampling, radio and websites. It is highly targeted and is an exciting addition to Buchanan Group’s catalogue of information vehicles. |
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