y generation

Generation Y & the BrandFuture Concept Lab, Milan, September 2010

Linker People

Sense Girls

Generation targets

Introduction The three nuclei of Generation Y

Conclusions An inspirational and vocational brand

Preface Multimediality & the new laws of consumption

The Y Generation & the BrandFuture Concept Lab, Milan, September 2010

Unique Sons

Summary

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Preface

Multimediality & the new laws of consumption

Pezzo iniziale da scrivere

Design and the Elastic Mind, MoMA

Multimediality & the new laws of consumptionThe sector of contemporary society that has most influenced people’s way of thinking and behavior in our times is the media. The advent of the computer, and above all the world wide web, has in fact altered the very modalities with which people view, face and try to change the world.The Y Generation, young people now in their twenties and thirties, is the first generation to manifest a sharp change from the way of thinking of previous generations, a change that will become even more pronounced in the generations to come.

Preface

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Future Concept Lab for illycaffè

Multimediality & the new laws of consumptionThe Y Generation was born right when a changeover took place from the classic media to the more advanced ones, which we will call 2.0 as a group. The spread of cell phones, the global penetration of computers and the subsequent advent of the web, and above all the superimposition and simultaneous use of several media represent changes that have not only influenced the way people use the media, but their entire way of living, even changing their thought processes. In future generations this change will become even more explicit: these individuals will have been born in the digital age, although the difference is already quite evident in the thirty year olds who merely grew up in it.

Preface

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Tokio Future Concept Lab for illycaffè

Multimediality & the new laws of consumptionThe skill and the passion for combining typical of creative cut and paste, the interactive speed of text messaging, the project co-design of file sharing, the tailored exploration of the territory made possible by GPS systems and the expressive experimentation driven by the new interfaces: these are the aspects of multimediality that enhance mental flexibility and influence the experiences of the new generations. The generational nuclei we shall discuss below present an emblematic example of this change in the area of consumption. But first let us examine in detail each single aspect of the impact of multimediality on consumption.

Preface

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New York Future Concept Lab for illycaffè

Multimediality & the new laws of consumptionSUMMARY_______

Preface

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Introduction

The three nuclei of Generation Y

The three nuclei of Generation YThere is a rich and varied literature describing and analyzing the Y Generation, evidencing both the potential and the weaknesses of a population group whose limits are indistinct and often end up lumping together thirty year olds and primary schoolers, spanning from those born in 1973 to those born in 2000. Generation Y has won instant accolades as the “next great generation”, the one that will be able to change the world for the better, and does in fact appear to be the best equipped to survive a recession like the present one. According to various studies, it is the best educated generation ever, whose members are self-confident, well-traveled and can rely on a wealth of knowledge.

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Introduction


The three nuclei of Generation YHowever, only a few years ago, this same generation was regarded by many as a failure: narcissistic, selfish and individualistic, they seem to have failed to adapt to today’s difficult social situation, starting with family relations and, above all, the changes in the world of work: from the soshoku-danshi – herbivorous males – of Japan to the Italian bamboccioni - overgrown kids - the denigrative labels and categories crop up everywhere.Twenty and thirty year olds mostly live in multi-ethnic metropolitan areas, are politically passive and show little interest in big social issues. Their “digital” world often consists of chat rooms, blogs, iPods, BlackBerries and webcams.

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Introduction


The three nuclei of Generation YFrom the standpoint of consumption, the Y Generation enjoys considerable purchasing power, in-depth knowledge of products and very different buying behaviors from their parents, being generally less “loyal” consumers than the average.In fact, this is the first generation whose focus as consumers has shifted from the Brand as the key criterion in choosing a product. Starting with the fashion sector, the first to feel the pain - but also in many other areas -, people don’t refer to Brands anymore, but instead speak of Icon Products.Brand relations become more complicated and differentiated from one sector to another, based on the consumer’s emotional investment, which varies in intensity and expression.

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Introduction


The three nuclei of Generation YThe current demographic, social and economic changes impel us to subdivide the Y Generation into smaller generational nuclei, which will permit us to better focus on the attitudes and choices regarding consumption by a given age group, which often differ independently of purely socio-demographic variables. Linker People, Sense Girls and Unique Sons are the names we have chosen for the three generational nuclei that make up the more mature age segment of Generation Y, in terms of value profile, approach to consumption and relation with the Brand.

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Introduction


Summary

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Generational targets

Profile Keywords

Favorite habitats

Consumption_focus cconsumptiononsumo_focus su

Linker People Sense Girls Unique Sons

Brand

Brand_relation

Brand_loyalty

Connectivity, Community, Shared subjectivityUnexpected connectionsExploration of the territory

Sensoriality, FemininityEsthetic senseSensory experienceRefined self-care

Uniqueness, RefinementNarcissistic individualismDaily performanceExistential luxury

Technology & Cities Wellness & Nature Fashion & Design

ServicesRelational dynamicsThought processes

Positive experiencesPoints of saleEmotional implications

Tangible productsSymbolic statusCommunication

Co-creative and upgradableInnovative twds the futureAccessibleSurprising

EmpathicWith selective quality and editorial abilityWith artistic vision

DistinctionUpdatable classicUp-to-date and ostentatiousWith a recognizable identity

Dialogue between equals, critical comparisons

Listening, synchrony, “fine tuning”

More traditional relation, involving one-way brand-consumer communication

Extreme loyalty (genuine fans) or the opposite, extremely critical

Loyalty with attention to empathy with the brand

More “passive” brand loyalty, fascination with testimonials


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Conclusions

The inspirational and vocational brand



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Conclusions

The future of the Brand in the consumption world of Generation Y, regardless of the differences between the three generational nuclei of the more adult portion of this age group, lies in defining a clear and powerful message about the company’s vocation and its ability to embody an inspiration. Evocativeness, so crucial in the past, can still attract the Y Generation (especially the Sense Girls and Unique Sons), but only at no cost: it is a hypothetical pre-requisite that no longer suffices by itself.The experiential base that characterized the world of evocative consumption was contextualized through shows and entertainment: the background against which vocational brands will increasingly cast themselves in the future is instead one of culture and knowledge.



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Conclusions

The Brand must have a vocation: it must prove itself able to create a catalytic aura, a sacred fire fed by energetic and inflammable content which, for example, through the web (especially for Linker People) or presence in the sale point (above all for the Sense Girls), will set in motion an extended swarm of interests and passions. Producing products, services and experiences and transforming its consumers (especially the Unique Sons) into writers and publishers.

Shibuya 109, in Tokyo, a huge 15-floor shopping center composed of small shops, designed to get lost in.



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Conclusions

The Brand’s vocation transmits a message of talent over time, competence and the in-depth ability of the company that stands behind it to produce quality. The difference with evocation (which can be superficial and momentary, close to the idea of a spark or of suggestion) is distinct. Apple has shown a vocation, Motorola has only – in its good moments – been evocative, creating innovative suggestions that have not “held up” over time. Ferrero and illycaffè show a vocation, through their “extended family” visions, while Cadbury does not.

Apple Store, NY



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Conclusions

Brand guarantees are transformed into a long-term recognition of the entrepreneur: a much more direct and personal guarantee than the culture industry or manufacturing – holders of rights no longer recognized – can uphold. For the Y Generation, the elimination of intermediaries will be complete, in this sense, and in the future will lead to total transparency of talent and intentions. This is where Trust & Share values meet vocation, with inspiration and market concept-leadership, which by definition turns into a generative relationship.

Comme des Garçons, a brand that expresses itself through contemporary art in both communication and distribution



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Conclusions

Generation Y cares about the pre-conditions of living and consuming, which will increasingly guarantee stimulation, culture, intensity, a memorable uniqueness and positive relations with the world: in a word, those who can be an inspiration. In this game, breaking with routine, full-throttle innovation and genuine adherence to a mission or vocation will be decisive. This approach will cut across all of a company’s activities and internal and external processes, from the creation of a Brand to the production of goods and services to the communication most suitable for Generation Y, which will thus be completely oriented towards the Company’s vocation.

Basic products can be customized in intelligent ways at Muji shops.

Future Concept Lab | via Benedetto Marcello 4, 20124, Milano, Italy | [email protected] | http://www.futureconceptlab.com

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y generation

Education

y generation

nuclei of generation

new generations

new interfaces

new york

area of consumption

moma multimediality

aspects of multimediality