One size does not fit all: marketing to a new generation
By Terry Graves
President, Graves Fowler Creative

Cell phones buzz, text messages fly, and I think maybe I should be carding some of the eager young faces around the table to make sure they’re old enough to be here. (Hey, I think that guy at the end of the table graduated in my daughter’s class!) Unfortunately, this isn’t a Friday night happy hour at the Brewery. It’s just a typical Graves Fowler marketing presentation these days. The rules are changing for us; and they’re changing for our clients, too. The presentations and strategies that have worked so well for my boomer generation just don’t make it with the new generations we’re meeting in the marketplace now.

I decided it was time to stop groaning about pierced noses, demands for instant gratification and job jumping. It’s time to start learning how these 20-year-olds will impact our work and the health of our organizations—maybe even for the better.

A Quick Overview of Generation Y

I shy away from stereotypes. That said, I believe that events and cultural trends profoundly impact our view of the world and how we relate to each other. What 60-year-old American today can honestly say that Vietnam, the Beatles and television didn’t shape their lives in some way? And what 21-year-old’s life hasn’t been changed because of 9/11, the Internet and Lycra?

Generation Y has also been called the Millennial Generation, GenNext, Echo Boomers—we’re still settling on a name. It’s made up of people born between 1981 and 1999—a huge group, nearly 76 million strong. Look at that earnest new hire in your office—the one who loads her songs onto a personal MySpace page, texts more than she emails, asks for advice from her parents, doesn’t blink at interracial dating, and feels hopeful and fearful at the same time about her future, her security and her career. There’s Generation Y in full bloom.

In the book, When Generations Collide (a terrific resource, by the way), authors Lynne Lancaster and David Stillman describe some of the prime Gen Y influencers—

• Technology, technology, technology!
• Multiculturalism
• Baby Boom parents and a 50% divorce rate
• Economic booms and bubbles
• September 11th and world conflict

As a result, many Gen Ys tend to be:

• anxious
• convinced they can make a difference
• closely tied to families and friends
• pushed to grow up quickly
• totally comfortable with constantly changing technology
• open-minded about racial and cultural diversity
• ready for a lifetime of learning and career changes balanced with
  time off to have fun

Why We Need to Connect

Gen Ys are flooding into our companies, organizations and agencies. I see five main areas where they are changing the way we market—especially in Graves Fowler’s work for cause-related organizations and public institutions.

Raising Money - According to Scott Case, the Chairman of Network for Good, “If you look at the face of online giving, you glimpse the future of philanthropy: an increasing number of younger donors who contribute at higher levels. The growth we see on the Internet will drive greater impact on the ground, wherever and whenever people need help.” Gen Y doesn’t just consider online donation capabilities—they expect it. They aren’t the big-time donors yet, but they will be. What are you doing to cultivate their giving?

Volunteer Programs - The Cone Cause Millennial Study in 2006 found that 61% of young Americans between the ages of 13 and 25 are worried about the state of the world today and feel personally responsible to make a difference. For many Gen Ys, community service hours have become a requirement for high school graduation. With the right volunteer opportunities and promotion strategy, Gen Ys are ready and willing to work for a cause. Are you reaching them with volunteer ideas?

Advocacy - Look at the impact already on the Presidential campaign of 2008. A whopping 72% of this generation is registered to vote. For Gen Ys, personal action is very important, but they rely on Internet, social networking—and frequently their parents—for the information that helps them act. They’re also more likely to buy from companies that get involved in social causes. What kind of online visibility do you have? And I’m not just talking about a Web site.

Membership - Gen Ys are not the non-joiners of the previous generation. In Millennials Rising, authors Neil Howe and William Strauss say, “A new Millennial service ethic is emerging, built around notions of collegial (rather than individual) action, support for (rather than resistance against) civic institutions, and the tangible doing of good deeds.” We may have to find a new way to sign them up, but Gen Ys are prime candidates for membership organizations in which they can believe.

Continuing Education - The new pattern of school/work/life couldn’t be better if continuing education is one of your money makers. As a Baby Boomer, I expect my life to move in a straight line—school to career to retirement. Gen Ys have more of a revolving door approach. They expect to move between the three at will—many careers, formal and informal on-going learning, and a healthy dose of time for a personal life. The word retirement? It’s probably going to be retired! How smart is it to market continuing education to this generation?

Where to Start?

At Graves Fowler, we’re beginning with these three steps:

1 Embrace technology: We’re finding new ways to get out our message. We’re starting with a communication audit to look at what we’ve been doing and decide how to jump into RSS, social networking, and other Web 2.0 tools. We’re also making sure our Web site is in top condition and that it speaks from more than one generation’s perspective.

2 Make an attitude adjustment: I’m stubborn about work etiquette, but I’m learning it doesn’t always have to be my way. If I’m writing a proposal for work with a bright new communications manager at a client’s office, I know the calls, emails and expectations won’t be the same as when I work with fellow Boomer. The Gen Y way isn’t wrong, just different.

3 Use the resources we already have: Instead of putting our summer interns in a corner organizing our photo archives and filing paper samples, we’re using them as resident experts. They’re the very people who can tell us how our messaging scores on Gen Y BS-Meters (These are finely-tuned instruments that can detect spin and insincerity in an instant.) They can set up our Facebook profile quicker than they can explain it, AND keep it monitored. Without their help, I could quickly go back to my Boomer comfort zone.

If you’re interested in learning more about marketing across generations, check out the g:f resources page on our Web site. Better yet, text me anytime!

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

More tips on purchasing creative services. >

back to top