Generation Y is a unique breed of consumers according to analysts at Forrester. And that is why their clients are asking them how they can serve, retain, and build loyalty with this young segment.
But what exactly makes them different from their elders? And how can technology firms (and everyone else for that matter) grab their often fickle attention?
Forrester have created a new stream of research to provide the answers for clients ready to design for Gen Y. Based on an understanding of Generation Y’s social, emotional, and mental makeup, they’ve identified four design approaches for creating experiences that will resonate with young consumers:
Source: Forrester Research
* Design approach No. 1: immediacy.
To overcome Gen Y’s fickle attention and broad use of media, firms need to hook Gen Yers in by quickly exposing value and then keeping them interested over time.
* Design approach No. 2: Gen Y literacy.
Because Gen Yers are so influenced by peers and their own communication style, firms need to speak to them authentically and on their level.
* Design approach No. 3: individualism.
Diverse and expressive, Generation Yers respond to experiences that allow them to personalize and customize their interactions.
* Design approach No. 4: social interactivity.
Since Gen Y consumers are very social, firms should consider enabling them to communicate and express themselves.
All this is clearly linked to the debate I hinted at in yesterday’s post. And whilst high technology marketers might not need to worry too much about Generation Y at the moment, it won’t be long until they do.
And the trouble is, their social, emotional, and mental makeup won’t have changed in the interim. In fact it may be even more extreme.
Thinking about it, it might be worth a look in more detail. Its always pays to be one step ahead.
