The Fastest Changing Generation

Generation Y has confused marketers perhaps more than any other generation. The fast pace of life and increased individualism youth found from the 90's until now had most companies scratching their heads until recently. It is hard to describe Generation Y in just a few words, but change, technology and individualism come to mind. In trying to sell products to teenagers companies could not keep up; many teens were better on a computer than the marketing manager creating a sales plan.

This confusion might have led to the familiar phrase that Gen. Y is composed of lazy and spoiled kids. While I have never gone without anything I would not classify my life as excessive. Perhaps a quick jab was the best way for companies to simply say "we do not understand you."

I feel like companies are starting to understand younger generations better now, possibly due to better research or young employees that remember how it once was to be misunderstood. Commercials on T.V. aimed at teens are not as unreasonable as they used to be; advertisers realized that trying to look smarter than the young customer did not work as well as in the past.

I must make a confession that I am not the most trendy person; I do not have a Facebook and I am wearing a pair of Levi's that, according to our required readings, are out of style. Even though I do not take up the offer on every new trend I am not a lost cause when it comes to new products. Ads that I have the best feelings towards are realistic, tell me about the product, and are entertaining/funny.

Even though I am not the poster-child of Gen. Y it is important for companies to recognize that a generation is not a blanket description for people born in a twenty year period. Marketers seem to be realizing this now and it should help the avoid expensive mistakes in the future.