What is this?

This presentation is one of five presentations outlining our understanding

of Generational perspectives

1. The Theory of Generations

2. Boomers

3. Generation X

4. Generation Y, or Millenials

5. Applying generational perspectives to Marketing

introduction

Target Context

Self view

Approach to life

Drivers

Communication and marketing

Platform ideas

Message

Tonality

Media

Campaign mechanics

Brand Reward

The Target Context

How the generation currently perceives itself

Self View

‘A movement’

- Proud

- Aware it was

revolutionary

- Powerful

Connected

- In-tune with

each other

- Aware of being

special

- Teamwork

Generation Y

Individual

- Different from

the norm

- Disconnected

- Creative

Generation X Baby Boomers

What is the mantra for life

Approach to life

Driven

- Motivated

- Achievement

oriented

- Success

Acceptance

- Tolerant

- Self-assured

- Life in

perspective

Generation Y

Survival

- Doing their

best

- Staying afloat

- Being tough

Generation X Baby Boomers

What do they seek from life

Drivers

Experiences

- Embracing

- Adventure

- Adaptable

Excellence

- High

expectation

- Improvement

Generation Y

Consistency

- Security

- Predictability

- Recognition

Generation X Baby Boomers

Communication and

Marketing

Big motivating areas for brands to operate in

Platform ideas

Heroic

- Noble in its

cause

- Stands for

something

Authoritative

- High

expectations

- Clearly the

best

Generation Y Baby Boomers Generation X

Fun in life

- Brightens

- Light heartens

- Enjoyment

What brand messages will appeal?

Message

Make it better

- Improving

- Beneficial

Togetherness

- Celebration of

diversity

- Tolerance

Generation Y Baby Boomers Generation X

Transparency

- Worthy of a

Cynic!

- Trustworthy

How should you come across?

Tonality

Empowering

- Up to you

- Make your

own mind up

Earnest

- Taking it

seriously

- We mean

business

Generation Y

Edgy

- Ironic

- Sarcasm

- Analogy

Generation X Baby Boomers

Channels that connect

Media

Traditional

- Owned

- Trusted

- Understood

Digitally

traditional

- Owned

- Used

- Fulfils

expectation

Generation Y

Guerrilla

- Creative

- Non-uniform

- Individual

Generation X Baby Boomers

Overarching themes

Campaign Mechanics

Challenges

- Testing

- Competitive

- Skill

Collaboration

- Building

- Teamworking

Generation Y

Creative

- Individual

- Unorthodox

- Expression

Generation X Baby Boomers

What might the rewards be for brand participation?

Rewards

New

Experiences

- Life challenges

Greater Good

- Helping people

Generation Y

Escapism

- Everyday

release

Generation X Baby Boomers

Final Word “Generation Y are less vulgar, less sexually active

and less violent than the youth culture adults have

created for them”

Are generation X the real ‘yoof’ target?

Goodnight!