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Advertising and millennials

Advertising and millennials Identifies five features which distinguish the millennial generation (or Generation Y), focusing on young people aged 18 to 24: intimacy, loyalty, awareness, balance, and risk. Examines each of these: intimacy refers to the reliance of millennials on mobile phones and the internet to initiate as well as maintain friendships; loyalty is to friends rather than to mainstream corporate culture; awareness is of the manipulation that much traditional advertising involves; balance is of “unsocial” hours into a 24 hour culture; and risk reflects the fact that millennials are not free agents but are subject to change such as the dotcom bubble burst. Relates these features to advertising concerns such as brand loyalty, advertising to brand aware and cynical millennials, “cause‐branding” (ie linking brands with worthy causes), and globalism. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Advertising and millennials

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610410814355
Publisher site
See Article on Publisher Site

Abstract

Identifies five features which distinguish the millennial generation (or Generation Y), focusing on young people aged 18 to 24: intimacy, loyalty, awareness, balance, and risk. Examines each of these: intimacy refers to the reliance of millennials on mobile phones and the internet to initiate as well as maintain friendships; loyalty is to friends rather than to mainstream corporate culture; awareness is of the manipulation that much traditional advertising involves; balance is of “unsocial” hours into a 24 hour culture; and risk reflects the fact that millennials are not free agents but are subject to change such as the dotcom bubble burst. Relates these features to advertising concerns such as brand loyalty, advertising to brand aware and cynical millennials, “cause‐branding” (ie linking brands with worthy causes), and globalism.

Journal

Young Consumers: Insight and Ideas for Responsible Marketers – Emerald Publishing

Published: Sep 1, 2004

Keywords: Youth; Advertising

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