Generation JAJAJA: millenialy changing marketing

Marketers will confirm: if you want to sell something - Study the target audience. It is necessary to investigate how people think the members of a particular social group, what are guided in their actions, to examine their buying behavior. This is only the first steps to new possibilities of interaction. generation JAJAJA (Millenialy, the Y Generation, "y", "echo-boomers") are no exception.

For millenialov, people 15-25 years old, are thousands of products and brands, as their purchasing power increases with each passing day. They have a great influence on consumer demand. Therefore, to develop a strategy for cooperation, it is necessary to get acquainted with JAJAJA closer.

Every generation affects society. People's actions give rise to social, cultural and economic effects that change the world around, as well as the preceding and following childbirth. In addition, the actions of representatives of a particular generation determine the perception of "good - bad". Therefore, businesses should try to understand how to captivate millenialov.

Basic statistics

To reach millenialov and integrate this or that brand in their lives, it is necessary to understand the basics. In the US, about 79 million, "y", which represents 25% of the population. These young people for 3 million more than the baby boomers (their parents).

Baby boomer generation - great strength, has a significant impact on purchasing power, policy, pension system. "Fathers" a lot, it is easy to influence society, to attract the attention of major corporations and small companies seeking to capitalize on the amount. But "children" (millenialy) with their numbers not far behind, and sometimes have an even greater impact. Especially when you consider the specifics of their relationship to money, education, new ideas.

The share of generation Y has dropped two economic crisis: the first - in the early 2000s, the second year -2009, the so-called Great Recession was accompanied by the decline of the mortgage. Both of these events affected the financial millenialov trust and security of their jobs, which in turn affected the way they define the individual success and spend money.

Oddly enough, in spite of these two crises and job losses, representatives generation JAJAJA richer than baby boomers at the same age. Sometimes millenialy live with other people (parents, romantic partners or friends) to have a higher total income. The "y" educated predecessors. Among them, the highest percentage of students / graduates compared with other generations.

This allows millenialam have a higher income when they start working. From time to time, they resemble Generation GI (in America they say "generation of the Great Depression," and we have - "generation of winners; people born in the years 1900-1923), as they can be economical. Most millenialov consider themselves prudent in relation to their finances. They try to make thoughtful purchases and avoid surpluses.

social behavior

As the crisis in 2009 will recede, millenialy will have more and more purchasing power (due to their education) and to an increasing influence (because of their number).

The financial decline has formed the behavior of "y" with respect to spending money, but gave rise to certain ideals and social and cultural events in this period. Children of the 1980s and the 1990s, aware of their impact on society. They are well informed in matters of the environment, tolerance and acceptance of others, and are well aware that even one person can make a difference (one soldier in the field).

JAJAJA generation - people who know what is recycling, and understand how waste sorting reduces the amount. They are aware of the occurrence of global warming and the world's dependence on fossil fuels. None of the previous generation was not so consciously in the consumption process.

Millenialy seen the influence of women (including his mother) on the structure of the labor force. The myth that a woman is limited to a choice between career and family scattered. They can be good wives and mothers, and at the same time to go up the corporate ladder. Generation Y has seen how women gain weight in society. This happened because of the idea of ​​universal equality, regardless of gender and age.

"Y" learned the lessons of past discrimination and have become more prone to racial integration in daily life. For previous generations, such was new, they've just learned to accept people with different skin color or eye shape. For millenialov is the norm, which is based on the laws of cohabitation. The consequences of these beliefs - the adoption of gay rights, the spread of interracial dating and marriage.

JAJAJA generation and technology

More than any other generation, when making decisions millenialy rely on each other, on the opinion of friends. They have "on the tips of the fingers of technology" (smartphones, tablets, etc.), as well as a number of platforms for communication (Facebook, Instagram, Twitter and so on).

Social media allow "y" to share your thoughts with a wide range of people and influence them. Huskies, repost and comments - it is their power tools. With the help of these tools, they express their views and are judged on those or other things.

Whether it's an opinion on this product, event, or evaluation of any political figure, millenialy know that their vote is valid. It is their weapon.

To say that electronic communication is an important factor JAJAJA representatives, - to say nothing. If we generalize numerous articles on the use of millenialami various gadgets, we can conclude that they consider not just as a technology devices and programs for communication, for them it is a way to improve life, to help them make the right choices, as well as contribute to the development society.

It is not surprising level millenialami use of social media and various gadgets. It is higher than all previous generations. Just because a century "y" falls many times more from the devices and platforms for communication.

Tablets, smartphones and laptops give them the freedom they can connect to the network at any time, whenever they want. Thus millenialy very multitask-use means of communication. "Echo Boomers" can watch the show, at the same time chat with friends and buy things that they saw on your favorite hero. For them valuable enjoying something alone, but at the same time have the opportunity to share experiences with friends.

Momentary pleasures - another important topic for millenialov. The world has become more accessible, so JAJAJA generation wants to have, if not all at once, then, at least, everything what it wants and when it wants. This philosophy is not limited to the digital world.

They still buy in retail stores, but online shopping is becoming increasingly important. In this case, the line between online and offline shopping is eroded. The key point - speed. JAJAJA generation strives to find the right product quickly and easily buy it in two clicks. Because of this, brands have the place and interact with customers using relevant content, have a greater chance to influence the purchasing decisions Generation Y.

Creating a forum for dialogue where millenialy will have an opportunity to exchange views with each other, can cause their interest and increase sales. However, if a brand proposal does not meet their needs, they will pass by without stopping and without giving a chance to succeed.

Deduction of interest millenialov

Continuous contact is necessary to hold the attention of millenialov and create a sense that the brand makes their life better, has value to it. If we draw a parallel with the high level of education JAJAJA generation, it can be assumed that the thirst for knowledge determines the choice of a particular product. Studies show that millenialam not like too intrusive brands that try them something vparit. At the same time, companies that sell their products through the provision of new truthful information will have greater success and a higher chance of re-purchase.

If the firm offers content that enhances a product or service, and in common with other interests millenialov, the credibility of its brand in the eyes of the customer increases significantly Generation Y. For example, this happens when a company raises issues that are important to the audience, or a method of use of the product, which gives the buyer an additional experience. For example, some brands of food offer content that allows millenialam cook from their products perfect dishes in the restaurant.

Brands that take this strategy to position itself as something of value in terms of the desire to "y". This allows companies to be in the eyes of customers is more than just suppliers of products and services, they become transmitters of experience needed millenialam.

Companies that provide depth and emotional involvement of its customers, as well as explaining, why they are not more relevant competitors for the Y-generation, are more likely to be part of their life. This encourages millenialov talk about these or other products to friends, thus helping to promote them. Open, continuous and relevant communication - the key to success in marketing to generation JAJAJA.

The basic idea

The task of any company - to understand what is important for generation JAJAJA that absorbs us with their ideas and social dynamics. Page on Facebook, Twitter, as well as high-quality content on the site is crucial. But there are some companies that do not receive from the process of success.

In the United States, 79 million "y." Each of them has their own tastes, desires and goals. Some people believe that by buying only organic products, they will be closer to the standard "healthy lifestyle". Others are looking for affordable solutions, which will help free up additional time during the day. Others appreciate both. Millenialy-parents are constantly looking for ways to improve and simplify the life. It determines their parenting style.

Of course, all the "y" are different, find commonalities rather difficult, but there are some quality products that are important to all members of JAJAJA generation.

1. Value

Millenialam important quality. But the price for this is to be honest. The trick is that to put in the word "honest." That is dear to one, it can be cheap stuff for another. It all depends on the level of income and how this or that thing is important in human life.

Frankly, so says the majority of consumers, taken here and the concept of "affordable luxury". a pair of shoes may be too expensive for one person and for another of its cost will be justified, since he values ​​quality shoes. On the other hand, people who do not see the value in a pair of shoes can give the same money for some trendy gadget, because it is more focused on their needs.

The idea is not new, but for generations JAJAJA very scrupulous in matters of money spending, it should be clearly understood that the products must be: a) high quality, b) meet the needs of the consumer.

2. Relevance

"This is mine" - another feature of the thinking of "y". Information flows are huge, millenialy constantly exposed to pressure.

Global interaction created by the Internet, generates a huge selection field. New products and services are invented so quickly that millenialov search and find them - a real fun. As soon as the "y" sees something new, he immediately divided the recommendations with friends and associates.

Example - millenialov parental behavior. Previous generations of the issue of education and care for children relied on the opinion of their fathers and mothers. Of course, they could talk with his friends, to get new ideas, but even in this case, the source of information was limited circle of acquaintances.

Millenialy still consult with parents and friends, but the global impact of people from around the world more and more. Access to global knowledge and personal experience to help them to have a trim point of view. They are selected from the information available to them to create their own style of education that meets their needs and values.

Generation JAJAJA knows their baggy choice, and they ask the opinion of others, to make it right. Brands need to be progressive or retrograde, just to show its relevance, to prove that they, too, can be effective in solving the problems millenialov.

3. Authenticity

Finally, the last thing, which is important for marketing - is the fact that the generation JAJAJA number of options are much wider than those of other generations. The number of media, which is now on the market, creating a huge digital noise. Deal with it more and more difficult.

In the world of information overload no longer numb citizens read and do not think they look and feel.

William Irwin Thompson, a social philosopher, cultural critic

Millenialy really look and feel, but they are still read and think. The combination of this allows them to make rational decisions. They are always waiting for more and always compare what is being offered.

To break through the digital noise and gain respect millenialov, marketing (products and services it promotes) must be content and be genuine. If the goods are not sufficiently justified or too intrusive, it is likely that the "y" will not accept it. It is necessary to understand their soul, to respect their intelligence and give them something from which they can draw inspiration. Only in this case, the brand will have a chance to succeed.

Summary

JAJAJA generation, like others, is influenced by the culture of the world. At the same time an enormous influence on his beliefs and actions have the technology and the changing social dynamics.

Narcissism, laziness and self-confidence - features that distinguish the "y" from representatives of other generations. Millenialy ready to argue, they are always waiting for more and crave the best ideas to life. Ignoring JAJAJA generation may lead to the collapse of your brand, because it is only aware of their buying power. Will take place for another decade, and millenialy will be loyal to brands that have built relationships today.

In addition, the study JAJAJA prepare you to work with those who will come to replace them. A new generation is growing up on iPads at mad speeds ahead in the development of all ancestors. It is hard to even imagine what they are worth.