First Published in Marketing Mix Magazine (2001)

STRAP: The age of the customer

I dont remember Apartheid, but I know all about AIDS. I dont care who won the Cold War or wonder who shot JFK, but I know the answers are just a click away if I need them. I was weaned on a diet of mass media and massive choice, and I know how to use both to my advantage. I am Generation Y. And if you want me to listen, you have to speak my language.
By Kim Penstone & Graeme Codrington

The age of the customer is upon us. Never before have customers had so much choice, and so much information at their disposal to influence this choice. Never before have they had the confidence to use this power to control the companies that cater to them. And never before have they had the extent of power that they have today. Until, of course, tomorrow.

Because future generations will have access to even more information than we have today. Generation Y will be wired to the hilt, capable of absorbing and processing information more quickly and efficiently than any generation before them. And they will have both the confidence and the power to use this information to build or destroy brands at the click of a button.

Continue reading ‘Generation Y: Its life, Jim, but not as we know it’