Talk to Us, Don't Advertise: We Won't Listen

We don’t watch much television, mainly because we spend so much of our time connected to the World Wide Web—which explains our incredible technological abilities; we find advertising through pop-ups annoying and have grown accustomed to ignoring them; our reading habits are minimal; we are passionate about good causes, ranging from saving the environment to ridding the world of poverty and starvation; as a whole, we are diverse and therefore, accept differences in others quite lightly. We are Generation Y, Millennials, the “Echo Boomers”—because we echo the consumer practices of our parents—and even “Connexity Kids” when studied (yes, we are frequently studied).

We are frequently studied by marketers and frankly, we should be studied. Approximately each Gen Yer spends about 100 dollars per week, over 150 billion per year. We consume more products than any other generation before us, yet we are not easily susceptible to marketing.

Our entire lives we have been told that we are individuals and therefore special. This is what we look for in companies, goods, and services on the market. We search for those special and different items that are not constantly advertised in the mass media. We don’t respond to typical mass marketing, and that’s a problem for current marketers.

Despite our complicated natures, companies have successfully infiltrated our consuming practices. They know that we refer to peers for advice or the latest styles, trends, events, etc. Word travels fast in our Generation, just the way we like to receive everything: FAST! We text and IM and even then, we are frustrated if a response takes longer than a few moments.
Marketers, with this knowledge, have found a way to successfully promote and sell to us. Some are valid suggestions—while others seem to stereotypical of our generation—but I found these six particularly suitable:
1. Use our modes of communication and media.
2. Treat us as equals—after all, we are going to decide if your business succeeds or not.
3. Appearance, quality, price, and experience are equally important.
4. Make yourselves available and present in our social circles.
5. Promote items—preferably free—that we are ACTUALLY interested in.
6. Understand that we are all DIFFERENT and OPINIONATED!

The last tip is probably the most important. In order to understand us, you must find a way to relate and communicate with us on a personal level. You have to learn to listen to us, because we have innovative ideas, ideas that are going to jump the current market standard and provide an even better product to present and future consumers. Businesses succeed because of that portion of their revenue that we provide as a constant growing number.

Starbucks is just one of these businesses. We enjoy occurrences and characteristics that Starbucks provides: a relaxed environment with background music and ability to chat at ease (appearance), good coffee (quality), and an enriching experience surrounded by friends or just a good book to read.


Marketing to us is critical. Get to know us. We are here to stay.