Millennial Marketer

How would you define Generation Y?

Today I asked this question to 3 people and as you might expect, I received 3 completely different answers. To get a clear answer myself, I started with the Wikipedia article on Generation Y. It begins with:

The term Generation Y first appeared in an August 1993 magazine AD Age editorial to describe those children born between 1981?1995.^[1] The scope of the term has changed greatly since then, to include, in many cases, anyone born as early as 1976 and late as 2000. There is still no precise definition of years.

This definition got me thinking. Defining the years of Gen Y is important, but it is really just a surface-level answer to a much deeper question. As marketers, it is critical that we understand the ins and outs of Generation Y. We need the facts and numbers to tell us who this generation truly is. Numbers and research? This sounds like a lot of work! Not at all. Here, all in one place, you can dive into 5 of the best research studies on Generation Y. Enjoy!

1. Who are the Millennials? a.k.a. Generation Y

Source: Deloitte

Pages: 4

A multi-page fact sheet covering Gen Y’s demographics, characteristics, defining life events, as well as what is ‘in’ and ‘out’ with the generation.

Click here for the HTML version

Click here for the PDF file (opens in new window)

.

.

.

.

2. Decoding The Digital Millennials

Source: Resource Interactive, Jupiter Research, Harris Interactive, Forrester, MTV

Pages: 12

One of the most comprehensive studies covering the whole story of Gen Y - including a great meet the millennials section, descriptions of how technology fits into their life, and an analysis of how they are changing shopping.

Click here for the PDF file (opens in new window)

.

.

.

3. The Gen Y Factor

Source: RMG Connect (Relationship Marketing division of JWT)

Pages: 24

Powerpoint presentation with excellent focus section on what makes them unique as consumers. This report also splits the generation up into psychographic profiles such as Chic Geeks or Miss Insulars, and describes how to reach each one with brand messaging.

Click here for the HTML version

Click here for the Powerpoint file (opens in new window)

4. Generation Y: The Millennials - Ready or Not, Here They Come

Source: NAS Recruitment

Pages: 13

Solid coverage of Gen Y’s home life, including niche data on subjects such as how many children eat dinner with their parents daily. Has a pros and cons analysis of the generation, as well as information on effective hiring, training, and employment practices for employers or managers of Gen Yers.

Click here for the HTML version

Click here for the PDF file (opens in new window)

.

5. Generation Y - Moving With The Times

Source: Deloitte

Pages: 8

Report from Deloitte Ireland mainly covering what Gen Y wants in the workplace. Even with the HR focus, this is an excellent source for marketers to develop a better understanding of the generation’s values.

Click here for the PDF file (opens in new window)

.

.

.

.