There's a new group of renegade, passionate consumers who are changing the rules of the marketplace: Meet the Connected Generation.
Baby Boomers may still hold the purse strings, but these savvy 18- to 40-year-olds are changing the way all of us do business. It doesn't matter whether you're a fashion designer, a nonprofit organization or a sporting goods outlet, you need to understand what makes this generation tick.
Why the Connected Generation? They're connected to technology and their social networks around the clock. They're all but immune to traditional advertising and will only pull in the products that they want. In fact, this group of consumers has 10 highly specific cravings that drive their behavior:
1) Shine the spotlight: Extreme personalization gives marketing a new face. The Connected Generation is clamoring for personal recognition. They're itching to stand out, stand up and be celebrated with their names in lights (or print or pixels). Businesses that tap into this powerful need with highly creative efforts will get not only great buzz but a whole new level of loyalty and brand ownership to match.
2) Raise my pulse: Adventure takes its place as the new social currency. There is a new premium placed on venturing into the world, collecting exotic adventures and memories, and pushing personal limits. Customers are seeking highly interactive encounters that teach and challenge and, in the process, give them personal insight to explore who they are. Today, more businesses are responding to this craving for adventure by offering unique experiences. From stiletto shoe-making classes to test-driving new careers, it has never been easier to raise your pulse.
3) Make loose connections: The new shape of "families" and social networks. The Connected Generation has embraced technology to build social and professional networks with a brave new structure. This generation is rejecting traditional associations and club-style memberships in favor of loose connections that more accurately reflect their interests, lifestyles and busy days. Brands need to understand how to interact with these powerful new social structures if they want to stay hot.
4) Give me brand candy:Everyday objects get sharp, delicious, intuitive design. Design has emerged as a sign of the good life. The look and feel of objects, places and things is becoming increasingly important. Design is shifting paradigms and spurring people everywhere to rethink established products and industries. Design, along with its strategic twin innovation, has become a vital tool to stand out and stay strong in an increasingly competitive market.
5) Filter out the clutter: Editors and filters step into a new role of prominence. In a world that's inundated with choices, editing is a critical market phenomenon and an important process in our daily lives. Consumers rely on editors to sift through the raw data and identify the top picks. As a result, many savvy brands are learning to build editing mechanisms into their brands, products and websites. In today's globalized world, it feels good to be "in the know" and to avoid costly and frustrating purchases.
6) Keep it underground: The rejection of push advertising and the rising influence of peer-to-peer networks. The Connected Generation has grown up feeling saturated with advertising. They are suspicious of ordinary "push" campaigns and gravitate toward integrated, contextual offerings from trusted friends and members of their networks. A select group of people discovers something new, from shoes to bands to politics to neighborhoods, and translates it to satisfy a much wider audience. This is the way of the underground.
7) Build it together: Connected citizens explore their creative power and influence change. With so many people conducting large portions of their lives online, we've only just begun to tap into the power of Web-based networks. The Connected Generation is becoming intoxicated by its growing ability to spark change- both as consumer groups and as end users. This awareness is spurring mass creativity and launching a power shift away from companies and into the hands of consumers.
8) Bring it to life: Everyday activities are orchestrated to deliver a dramatic sense of theater. From beverages to designer fashions to dinnertime solutions, brand theater is popping up in virtually every industry as savvy companies deliver compelling and entertaining new experiences. Brand theater allows companies of all kinds to create emotional connections with their customers. It takes typical experiences a few steps forward by engaging the senses, the imagination and the spirit, and transforms routine experiences into riveting entertainment.
9) Go inward: Spiritual hunger and modern media find common ground. Increasingly, the meaningful life is defined as the spiritual life, and spirituality has become a dominant value among today's consumers. Companies and media channels are introducing new products, services and forums to support this spiritually hungry generation. The Connected Generation has embraced modern media and blurred the lines between secular and sacred, finding spirituality in all aspects of their lives.
10) Give back: Redefining volunteerism and the meaning of contribution. There's a new spirit of volunteerism in the air, led by a young Connected Generation that has new ideas about how to give back. Today's volunteers want to give their time and talent instead of simply writing a check. Modern volunteer associations combine fresh structures with fun people and a chance to make direct, meaningful connections with the community.
Source: Lisa Johnson and Cheri Hanson are coauthors of the new book, Mind Your X's and Y's: Satisfying the 10 Cravings of a New Generation of Consumers, from Simon & Schuster's Free Press, and cofounders of the Reach Group (www.reachgroupconsulting.com), a boutique consultancy that provides fresh insights about the Connected Generation.Filed in: CWS, Rochester, connected, marketing, consumers