By Joeri Van den Bergh, Mattias Behrer
Iteration Y (13-29 12 months olds) are the main advertising and marketing savvy and advertisements serious iteration ever. thrice the dimensions of the former iteration X, they've got an even bigger impression on society and business.
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Extra resources for How cool brands stay hot : branding to generation Y
Back in 1967, 45 per cent of Boomer freshmen said it was important to be well-off financially. 58 This is translated in high starting salary and working life expectations. A mere 31 per cent of employed young people say they earn enough money to lead the life they want. However, they are more optimistic than other generations about their future earning power. Among the ones who say they don’t earn enough money, 88 per cent think they will be capable of earning enough in the future. 59 But the negative aspect of this status anxiety is an increased self-imposed pressure and an increase in fear of failure among youth.
74 In April 2010, only a few days after Apple launched its iPad, MTV Networks released interactive iPad apps for Beavis and Butt-head, MTV News and VH1 To GO. MTV is also investing in co-browsing apps, meant to be used while youngsters are watching TV, to run on the iPhone or Android devices. The goal of these apps 37 38 How Cool Brands Stay Hot is to make chatting with friends more user-friendly by facilitating conversation without your eyes abandoning the on-screen action. 75 Conclusion Of course a number of elements of Gen Y’s behaviour are more linked to their young life stage than to their generation.
For marketers it is important to realize that consumption can play a powerful role in shaping one’s identity. If young people get positive feedback when consuming your brand, it will be more likely to find an emotional connection with them. This will lead to a stronger place of your brand in a youth’s self-identity. Idealism and activism The frontal brain lobes are also capable of going from the concrete to the abstract world. A consequence of the abstract mind is idealistic behaviour. Because abstract thinking capacities are growing, teenagers at a certain age will finally be able to understand how the world works.
How cool brands stay hot : branding to generation Y by Joeri Van den Bergh, Mattias Behrer