Aiden Livingston, a 27-year-old self-proclaimed Gen Y marketing guru, has written a book, The Secrets of Advertising to Gen Y Consumers. The book was recently profiled in the Globe and Mail, followed by a live-blog, Q and A with Livingston and Globe readers. The following is a summary of Livingston’s beliefs and a sampling of the Q and A.
Livingston writes, “This book is a means to bridging the gap between generations. I explain the different values and perceptions so that people can more accurately construct advertising campaigns that reach Gen Y consumers in the most effective and efficient way possible.”
Gen Y prefers to patronize small businesses. Livingston believes his generation mistrusts large conglomerates and mass-produced, soulless products. They prefer niche businesses with unique offerings. Businesses that recognize this and are able to leverage it will do well.
Livingston feels Gen Ys place greater value on custom work and artisan craftsmanship. There are still a few large brands that attract this generation, but they have done so by specifically targeting Gen Y’s values and sense of uniqueness.
Gen Y are loyal to ‘people over profit’ organizations. The tough job market and recent recession has left Gen Ys feeling that large corporations only care about the bottom line. Gen Ys are almost irrationally loyal to companies they believe value people over profit. Livingston also uses the phrase “virtuous branding” to describe companies that donate part of their proceeds to charity.
‘Underground’ brands are Holy Grail for Gen Y. Gen Ys will spend a lot of time looking for products that are as individual as they are. Livingston suggests Gen Ys “love to research and make savvy purchases” and will choose quality over quantity if it is the right brand. This drive to be seen as an individual creates opportunities for small businesses that can customize their offerings.
Livingston encourages small businesses to “Work with charitable causes, treat your employees well, be dynamic, be on the cutting edge and take pride in your final product.”
Q and A
Q. “Could you comment on how traditional retail businesses like florists might reposition themselves to attract more Gen Ys?”
A. “Easy, appeal to what they love, organics. Also maybe incorporate a community outreach like teaching gardening to inner city youths to show you care about the community you are in and you gain Gen Y’s respect.”
Q. “I am a middle-aged business owner. I am opening a new location providing a service to other businesses and want to focus on Gen Y as a customer base. What approach is best? Serious and fun? Numbers or visual?”
A. “Fun, always be fun. If you want things to go viral you need to make us laugh. I have rarely forwarded a piece that was a serious appeal to my intellect, yet I routinely pass along something entertaining. Also numbers can be long, this is a generation with serious ADD, give us something we can grasp quickly or risk being ignored.”
Q. “How many (Gen Ys) would prefer to shop on the Internet vs. small shops?”
A. “The Internet is growing in popularity, but there is still a want to be able to hold an item in one’s hands before making a decision. Therefore, I don’t believe we will move to fully online shopping for a while. Although, online is where we do most of our research before making a decision to go buy in person.”
Q. “Can you give a few Gen Y trends you’re seeing?”
A. “Sure, firstly they do have big egos so it is worth appealing to that. Conventional ads talk down to the listener explaining the product in the most basic fashion possible, so that even the dumbest person gets it. With Gen Y this can backfire, instead a company should talk to them in a way that assumes wisdom. Make it seem as though purchasing your product shows how intelligent they truly are.”
Q. “Do you think social media is a ‘must use’ marketing tool for Gen Ys or can they still be reached through print, radio and TV?”
A. “I think social media is a must have for reaching Gen Y. Simply because of what the medium adds to any message. Seeing an ad on TV, ultimately makes a company look out of touch. Whereas ads that are portrayed creatively online, say to me that this company gets it, far more than a company paying way more to advertise during Simpsons reruns.”
To take a look at the Globe and Mail's series with Aiden Livingston, click here.
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