Lesley Martin Dominic Scrima

 Generation Y: born between ◦ 82 million ◦ Larger population than Baby Boomers ◦ High disposable income  Changing Parent-Child Relationship ◦ Influence family decision making  Extremely brand conscious ◦ Affects marketing

 Parents of Gen Y have “friend” relationship with their kids  Gen Y influence parents’ purchasing decisions  Gen Y live with parents longer ◦ dK8Y_fXpq8 dK8Y_fXpq8  Gen Y has sense of entitlement ◦ Need immediate gratification ◦ Only allow a website 3 seconds to load before renegade

 Gen Y prefers elite or cheap, not moderate! ◦ Not good to be in the middle ◦ Customizable brands  Elite  Cheap ◦ Forever 21 ◦ Thrift stores ◦ eBay

 Gen Y interprets brand/website seamlessly ◦ Less forgiving of errors ◦ Satisfactory store and website experience essential to success  “Moderate” brands - where do they fit in? ◦ Gen Y prefers elite or cheap  Marketing targets Gen Y ◦ Gen Y pressures Gen X/Baby Boomers

 How have you influenced the purchasing decisions of your parents?  Should marketers target Baby Boomers/Gen X through Gen Y?

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