311 results for 'marketing'
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Macrotrends

Off-Roading

... anticipating retirement—no longer resonate with Ys. Because they can’t expect to check off these milestones in tidy fashion or by a predestined deadline, seeing others who adhere to the traditional model does little to inspire them. That being said, Ys don’t want to be told that their twenties don’t matter. Traditional marketing approaches to Ys’ extended adolescence have varied between condescending and downright demoralizing; this misses the mark. Instead, marketers should celebrate Ys’ Off ...

Duty Free

... . If young people are no longer making decisions in the same manner, brands need to find new ways to reach them and remain relevant. From targeting marketing to key influencers in social groups rather than the end user to developing a service model rather than a sales model, brands need to update themselves for the modern young adult. At the same time, taking into account young consumers’ new adult obligations, brands have an opportunity to show young people how they can aid them in their new goals ...

No Kid(ding)

... brands should limit their marketing to families, but as being a child-free adult is increasingly common globally and as Ys celebrate their choice and the independence it provides, marketers need to address this lifestyle shift. In representing adults without children, advertisers need to depict them as empowered as well as fulfilled by other areas of life and the numerous ways they can be a nontraditional parent. Marketers who currently show this consumer group miss the mark often, as nearly half of ...

Soloists

... who do so. But they still have a small concern that they themselves won’t convey the same aura of cool, collected maturity as their peers. After all, to truly take advantage of alone time, one can’t spend every minute checking one’s phone trying to seem occupied. They are finding it takes practice to be comfortable in such situations and are working toward this goal when they go out solo. Marketing Advertising targeted to Ys and Zs has generally focused on young generations’ group-oriented nature ...

Friends With Benefits

... meaningful relationships in order to earn these influential consumers’ attention, respect, and loyalty. ACTION ITEMS Consider how marketing, messaging, and entertainment depicting families could be retold through a friend dynamic. Offer tools and services that enable group coordination with friends for various activities, such as booking a flight or grocery shopping for a dinner party. Enable young consumers to crowdsource or poll their friends when making decisions about purchases. Recognize ...

Well at Work

... movement. Those who wish to extol the benefits of their company – whether to prospective hires or to consumers on social media – must practice radical transparency in order to be considered a thought leader. In the end, companies that do so stand to benefit enormously, as Y employees (and consumers) will be more likely to invest in a company that’s invested in wellbeing. - MARKETING EXAMPLES - MASTERCARD “ONE MORE DAY”To help inspire a movement to get Americans to take their well-earned time-off ...

Well Intentioned

... balanced approach (see Well Rounded) and a customizable, non-restrictive definition of what it means to be healthy (see Health Hackers). Considering Ys’ compulsions toward overindulging in wellness, marketing messages should present a modern and moderate image of fitness, being careful not to encourage young consumers to overdo it. Part of that depiction should recognize that it’s okay for Ys to stray from their health habits once in a while to help alleviate the pressure they feel to always do the ...

The Community Well

... wellness and investing their time, money, and energy in this space (see WELLth Investors), they’re forming life-long habits. As such, they’ll want more products, content, experiences, and marketing to help them continually improve. At the same time, Ys want brands to connect them with people who share their passions, so referencing wellness as a unifier is key in helping them feel part of a community. EXPERT THOUGHTS ON THE COMMUNITY WELL Fitness is more fun than it’s ever been before. Thanks to brands ...

Well Rounded

... lens of the body, Ys’ understanding of wellness has broadened to such extent that they believe physical health should be achieved in tandem with the pursuit of its mental and spiritual counterparts. New cold-pressed juice brand Mindful Juice speaks directly to this shift, marketing its product as a conduit not just to bodily nourishment but also mental clarity and spiritual actualization. Likewise, for some, SoulCycle is as much a temple as it is a gym, and a place to focus on being present. A ...

Transgender Activists

... more important than ever to advocate for transgender rights, in the same way that young consumers are. Indeed, as Time magazine declared last year, we’ve reached the transgender tipping point, noting it’s the next movement in civil rights. Marketing that celebrates such individuals is rare right now, but the companies that stand up for equality and reflect young consumers’ ideology will earn their admiration and loyalty. As a highly accepting generation, Zs don’t consider inclusivity merely an ...