What’s a hot topic on the internet?  How to market to Gen Y … There are 8.2M search results on Google.  The top search result is Marketing to Gen Y: What you can’t afford not to know  was written by a Baby Boomer … who sounds a lot like my grandmother.  It’s funny hearing my generation described as 

This is the most optimistic generation to ever walk the face of the planet. They absolutely believe that miracles are possible. They refuse to work a job that does not bring them a sense of joy. They care about the earth and servicing their community. In Gen Y, we have created the possibility for everything that we wanted for the world. So we must stop whining about them being entitled and embrace the power of this generation. Once we do that, we can then begin to take a closer look at who they are, what makes them tick, and what they want from our businesses.

Let me highlight the words that I would never use to describe myself or my friends.  

• Walk the face of the planet
• Miracles are possible
• Sense of joy
• Possibility for everything

I think the most telling phrase in this article is “we have created the possibility for everything that we wanted for the world”.  Really?  Is it about our generation fullfilling what our grandparent’s generation wanted in the world?  Throw in some Peace, Love, Freedom, Happiness … and we can have a throwback party.  Don’t try to define us based on your youth.   Aside from the fact that both or generations are defined by idealism, we have very little in common.

Here’s a clue.  Why are we hard to market to?  We don’t have an agenda and we have lots of information.  Let me use fashion as an example.

No, I do not want to be a fashion icon.  But neither do my over-achieving friends.  In fact what to wear, is typically the last thing on our minds as we rush out of the house at 6:30am in the morning to get to school on time.  

A few nights ago, I went to an 80’s themed dance.  My reaction was that being a teen in the 80’s was a lot of work.  (Too much hair and makeup.  And I just had to say NO, to high heels with jeans.)  This made me think about how different my generation is from my parent’s.  

I was in Super Target the other day, and heard a boy arguing with his mother.  ”No, I don’t want those jeans.  They fall apart.  They aren’t a good value.”  He didn’t say, “I don’t like the brand.”  He didn’t say, “I don’t like the style.”  He didn’t want his mom to waste the family’s money on jeans that were probably going to fall apart.

So what makes Gen Y different than Gen X or the Boomers?  I can’t speak for everyone, but for me fashion is about comfort.  I want quality clothes that fit right and won’t fall apart.  I don’t want labels plastered on my chest  - who wants to be a living billboard?   But mostly, I want the clothes to be soft.   Organic cotton rocks!  Who wants to wear itchy fabric?

I don’t think most Gen Yers  judge people by what they wear.  Our threshold is much less superficial, we judge people by who they are.   Being trendy doesn’t get  a person special “popularity” points.  We’ve learned from the tragic 80’s flourescent spandex that trendy can be bad.  Very, very bad.   There are certain cliques - think EMO - where there is an established costume.  But aside from these groups, anything goes.

My advice to marketers who are trying to reach my generation … stop trying to sell us an image.  Stop listening to Boomers and Gen Xers who want to tell you who we are.  

We already have our own image, we don’t need yours.  Sell to us based on quality and value.  Make a case for why your product is better and we will buy it.  But don’t try to fool us with your flashy ads, we won’t align ourselves with something that is fake.    

Please, I beg you … keep it real.