Straighforward — Marketers are constantly finding new avenues to target consumers – from Geico-branded turnstiles to the most recent innovation: branded captcha forms. Some marketers are always trying to invent new “gotcha” strategies to get consumers attention. Gen Yers consider themselves to be pretty media savvy and want to find new products and services rather than be surprised by them. Think how reviews and search engines have empowered Gen Yers to learn about new brands and / or products. No-nonsense brands, such as Ally, HuffPo and Gawker are going to be Gen Y powerhouse brands in the next 5 years.

Minimalist – We’re not just talking about Helvetica versus Times New Roman here. Gen Yers are sick and tired of the waste piling up — destroying the future of the environment. Apple and numerous other brands signed on board to eliminate extra space and reduce the size of their packaging, while eco-conscious brands like Kashi use recyclable cardboard in their frozen meals. However (and this is a BIG however), the user experience cannot be compromise in the name of sustainability. Sun Chips’ cause-related marketing flopped when the company made bio-degradable bags that also compelled you to wear ear plugs due to the obnoxiously loud bag crinkles. Brands like Kashi, Apple and others that go out of their way to eliminate excesses will thrive as Gen Yers have more buying power.

Squeaky Clean – Graphic tees, grunge, torn and tattered jeans are quickly becoming fashion faux-pas as consumers, particularly Gen Yers shift to a more clean, sleek style. Such a style reflects on popular Gen Y brands: Jet Blue, Target, Apple, Volkswagen, Vitamin Water. Clean lines and one-toned colors are emblematic of sophistication, authority and cool – traits Gen Yers seek in their brands.

Empowered – Boomers have been making the decisions that directly impact Gen Y’s future – from public policy on the environment to international sociopolitical relationships that will shape the global landscape for years to come. Now entering the workforce and polls, Gen Yers are beginning to take the reins from their elders. Brands are beginning to tap into this independence and new-found power and the trend will certainly continue for the next 5-10 years. Expect Urban Outfitters and other empowering brands will be on the forefront.

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If we think about how each generation uses technology, Boomers are stereotyped as struggling to “work” a Droid and thinking Facebook is a cool, “new” place to hang out (“Hey, I’m friends with my first girlfriend… from 40 years ago”), whereas Gen Yers, digital natives, have a base-level knowledge of coding (thank you MySpace), are extremely impatient, just want to laugh and expect cross-platform brand experiences. Although the differences between these two generations are many, there are commonalities that narrow the age gap.

Similarities
Simplicity — How did Apple rocket into the consumer technology stratosphere? Simplicity. The software and hardware developer rolled out user-friendly alternatives to DOS-type systems and the rest is history. Simplicity is not generation specific, as you might have noticed when riding on a NYC train — Boomers to Gen Yers are tapping away on their iPhone 4s. Other digital brands, such as Google have made their claim to fame through a simple UI. From its search engine to Chrome browser (where are the toolbars with dozens of links? exactly), Google has been the simple, user-friendly, alternative.

For brands, simplicity is not specific to non-digitally savvy users (i.e. the stereotypical Boomer). As our digital lives are plugged into more and more websites and social networks, users will increasingly seek a simple UI. Therefore, you need to ask, “Do I need this?” more often than ever before. By shedding a few digital pounds, it will help users understand the intent of your product offering.

Personalize — Boomers crave a personalized brand experience to establish trust, whereas Gen Yers seek personalization through ubiquity across web platforms. Merecedes created a social network called Generation Benz to get their primarily Boomer audiences’ feedback. That doesn’t mean every brand should have a social network, but instead join existing networks, such as Eons, BOOMj.com, Boomster.com and TeeBeeDee. Boomers are embracing digital social networks with almost one in four younger Boomers active in social networks, up from 15% in 2007. It’s a way to establish a personal connection and it’s best to strike while the iron is hot (who knows, half of Boomers could be signed onto a social network in the next couple of years).

Gen Yers seek an overall personalized web experience. Think Facebook Connect. Regardless where you are, you can comment or share your opinion via Facebook. Or, Tumblr, a Gen Y-focused social network (with an user-base of more than 37 percent Gen Yers), enables users to easily share wherever they are on the web. For brands, to target Gen Y in the digital space, it’s about ubiquity. For instance, Call of Duty has a video game, iPhone app, website, Facebook and Twitter. Brands need to ask, how can we engage Gen Yers across platforms.

Differences
Spending — The Great Recession forced many Boomers to crack their nest eggs. “Boomers have lost the most in terms of retirement and savings, and they have very different spending parameters today,” Lisa Feigen Dugal, PricewaterhouseCoopers U.S. retail and consumer practice leader, tells Marketing Daily. “Gen Y, and to a degree, Gen X, have disposable income in a way Boomers don’t. And they spend very differently. They are still trading down, but are using many different ways to seek out bargains.”

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The overall luxury market fell during this recessionary dip. It dropped 10 percent in the U.S. and 8 percent worldwide in 2009. Trendy fashion houses such as Christian Lacroix went belly-up, meanwhile Hermès managed to increase sales by 8.5 percent, including an 11 percent bump in the final quarter and an astonishing 20 percent gain in the Americas. “Hermès isn’t about trendy,” said Bob AChavez, the CEO of Hermès’s American operation to the Luxury Institute. “It isn’t even a fashion house. We are a house of craftsmanship. We are committed to making products that have an enduring quality and are very versatile.”

Heritage, classics and enduring quality, as found in Hermes and Louis Vuitton products, are powerful selling points to during recessionary slumps — particularly to Gen X men and Gen Yers. “I believe the American male is largely uneducable. We need to focus on the segment of males that have real discerning taste, but I can also say that even the undiscerning American male is a smart consumer. That person is looking for a product that is durable, that is classic, that can stand the test of time,” says Lew Frankfort, Chairman and CEO of Coach. In general, classic and timeless value makes sense when considering men’s fashion versus women’s fashion.

Women’s fashion drastically ebbs and flows with the seasons whereas men’s fashion receives subtle adjustments on existing designs. For instance, slightly v-necked shirts or a small whale pattern or a royal blue instead of a faded blue or a European cut versus relaxed might be en vogue for several seasons. For the most part, men’s fashion remains constant and therefore investing in one product could last many more seasons than women’s uber-trendy drop-crotch trousers — reminiscent of Hammer-time.

Gucci drop-trousers might pique the interests of some young fashionistas, but for the most part, Gen Yers view luxury as an investment — and as such, have a discerning eye for the quality. Unlike its generational counterparts, Gen Y is less concerned with heritage than exceptional quality. Heritage brands might find it difficult to market its spot in history to turn on Gen Y. Instead, luxury brands need to dial-up the longevity, both in quality and style, of its products to make their brand a long-term investment.

Many high net worth individuals are savvy shoppers that buy less on impulse and think about purchases in a calculated, well-thought-out manner. As we’ve seen in 2009, trendy fashion houses are the first out the door due to their ephemeral designs while enduring quality prestige brands, such as Hermes and Louis Vuitton, thrive. Although the recovery is in the purview, high net worth individuals are still wary of spending superfluously but interested in investing in luxury.

To read more about luxury trends:

What you say and they say matters…regardless of what the source. In today’s digital age, what is said online seems to matter most.

Social media has had explosive growth as a “trustworthy source” because so many individuals look to social media in their personal life, work life, and everyday life. From Facebook to Twitter, and LinkedIn to Evernote, we’re constantly surrounded by family, friends, colleagues and acquaintances that rely heavily on social media sources as their primary sources for information and relevant content. So, the next important question to ask is: Will this be the end of traditional media, and is it dead? “Dead” might not be the word. “Dying” might best reflect what’s truly happening with traditional media outlets.

There are many advantages to this shift. Utilizing new media (social media), gives us (the consumer) the opportunity to see a continuous movement or “flow” of information and relevant content. Gone are the days where we have to wait to get the latest, breaking story from any one source. Now, we’re inundated with opportunities to know what has happened, or what’s happening, sometimes, potentially before it’s even happened. This is a huge advantage for us (consumers), as well as for brands and businesses, large and small, that want to capitalize on an opportunity to speak directly to us, and create a brand connection that resonates and works. Whether specific to a review, or more generalized as a dialogue between friends, social media is alive… it shifts and shapes as needed, and morphs to the needs, wants and desires of our changing hearts. Often times, it creates a potential need, want or desire to help us live a more fullfilled life. This is a major plus that most traditional media outlets can’t satisfy.

According to Simon Mainwaring of simonmainwaring.com, the business of social transformation, “Technology is teaching us to be human again’”. In another social media brand article, he suggests “Used correctly these tools can be transformative within an organization both inside and outside the company walls.”

Disadvantages? Sometimes, too much content moving rapidly can become saturated. The key to all of this is creating connection. If a brand or business can specifically speak to the consumer, through these new social media channels, then they can escape the mundane overflow of information, and rise to the top.

In targeting different generational cohorts, brands and businesses can rest assured that even though they may not be receiving this information “directly”, it’s quite likely that their younger grandchild, niece, nephew, or neighbor will be spreading the word to them “indirectly”. Knowing that traditional media outlets (i.e., CNN, etc…) are big advocates of social media channels, confirming the validity of these sources for information, there’s absolutely no doubt that they’ll still be able to reach a fair percentage of listeners, decision makers, and advocates of their product, service or offering. Younger people are much more comfortable with being online, reading and writing reviews for products, services, etc… because they live for change (see Gen Y in the Workplace). They adapt easily. The majority are content connoisseurs and brand enthusiasts, ready for the next best thing, or new sensation…regardless of what that “thing” might be. At the end of the day, they want to be on the cusp of what’s new and exciting because it matters to them, their peers and their generation. They (usually) don’t hide behind walls, because there really is no need. They’re (usually) honest and direct, regardless of whether they’re online or offline. This is inherent to them, as they’re growing, learning, developing, maturing, and most of all…being receptive to change as change happens. Obviously, there’s a huge gap between younger and older markets, for this very reason.

Social media, and our online interactions, might not just be a “trend”, which is here today and gone tomorrow, but might rather be the beginning of something amazing. Econsultancy.com writer Jake Hird: states, “70% of bloggers are organically talking about brands on their blog”…and “38% of bloggers post brand or product review”.

Utilizing social media is truly a way for us (consumers and brands) to interact in a space outside of the space we’ve always known. To connect on a new level, a new dimension. To bring truth to a product or service (prior to this outlet) that would mostly hide beyond the walls of traditional advertising, or like approaches, to sell such a product, service, or offering. Most of all, it’s (social media) just as much a living thing as we are. It’s agile and adaptive, and feeds off of our interactions and movements. It’s truly biotic.

The future of social media is unknown. What is known is the impact it’s made to date, and the unimaginable possibilities that wait ahead.

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Mercedes digital strategy is informed by the auto-lux’s three key brand elements as outlined by Mercedes-Benz design head Gorden Wagener: innovation, trend-setting, enduring style. Using these brand elements, Mercedes is emphasizing self-expression and customer intimacy to woo the digital native cohort (16-33). It’s establishing a strong presence on industry-leading social networks, such as Facebook, YouTube, in addition to crafting an ambitious, exclusively Mercedes community. Has the customer intimacy strategy worked?

The prestige auto brand is already seeing the fruits of its innovation. After a slump during the eye of the recession — taking $3.5 billion in losses last year — Mercedes sales rose 24 percent worldwide in January. CEO Deiter Zetsche says the automaker, which cut is dividend, will return to profit this year, reports USA Today.

Mercedes’ focus on customer intimacy helped turn it from the odd man out to come-back kid. “I’m talking about getting that much closer to your customer — that makes some of our ways of targeting them look Stone Age,” said Steve Cannon, VP of marketing for Mercedes-Benz. “We have actually taken money away from things like focus groups and the like and moved it to [customer intimacy] programs.”

Two digital campaigns have defined Mercedes self-expression and customer intimacy initiatives: “Express Your Style” and Generation Benz. “Express Your Style” and Gen Benz promote its new E-Class — targeted towards forward-thinking, innovation-seeking, affluent buyers. The “Express” campaign uses model/actress/zombie killer, Milla Jovovich in a colorful headpiece by avant garde hat designer Philip Treacy. The campaign embraces exuberance and high-design to appeal to younger, affluent car buyers:

Mercedes more ambitious initiative is Gen Benz, its gated social network. Gen Benz was designed to engage Gen Yers in a conversation and incorporate them in the marketing and business development feedback loop — such as suggesting changes to TV spots and tweaking production performance. Embedding customers in the development and marketing phases of the process engendered a sense of ownership, which eventually translated into demand. Sterling Lanier, President of the market research consultancy Chatter, suggests affluent Gen Y thrive on exclusivity, or the secret handshake and gated social communities taps into that desire.

Ultimately, Mercedes Gen Y-centric marketing initiatives enabled them to create a car essentially designed by its audience (via Gen Benz) — from early product development to the final marketing stage. Incorporating customers in the feedback loop positions, “its fanciest cars will outpace sales in the market because of pent-up demand,” writes USA Today. Has Mercedes re-invigorated an arid auto-lux market with Gen Benz and innovative spirit?

Give us your thoughts in the comments section.

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More specifically, purveyors of luxury should target the emerging class of digitally savvy affluent Gen Yers. At the 2010 L2 Generation Next conference, Sterling Lanier, President of the market research consultancy Chatter, provided a glimpse into the psychology of tomorrow’s affluent buyers. Let’s take Sterling’s insights and apply them to social media to get an idea of tomorrow’s luxury online.

First, we need to understand that affluent web users are not concentrated on open social platforms like Facebook. In fact, only 11 percent of affluent users are on Facebook, according to a study by the Luxury Institute. The aspiring rich and famous aspire to gain status among an exclusive network. The majority, or 2/3 of affluent Gen Yers thrive on “the secret handshake.” In other words, they seek exclusivity by purchasing luxury items only those that are “in the know” would know.

Indeed, in one of Sterling’s audience testimonials, a Gen Yer said he purchases shirts from a Scottish designer with around three small stores in Europe. With only a small colored tag to identify the designer, he gets gratification seeing others wear the Scottish brand. The principle of exclusivity holds true in the digital space, with gated communities like aSmallWorld.com.

aSmallWorld.com, also referred to as the “MySpace for Millionaires,” is an invite-only social network that borrows aspects of Facebook, LinkedIn, Yelp and Craigslist. The site prides itself on its exclusivity so much so that it exiles members that don’t follow its terms of use to the “aBigWorld.” Its elite clientele include Ivanka Trump, Naomi Campbell, Hiltons and former athletes that can share lux-brand experiences, recommendations and purchases.

Much like aSmallWorld.com, Gilt Groupe is a gated, invite-only community, but focues on lux-deals. Sterling found Gen Y needs to rationalize their exorbitant purchasing decisions. One way of doing that is finding the best deal. Gilt Groupe helps Gen Y rationalize buying $5,000 drop-crotch designer trousers. The lux-deal concept is certainly thriving. Gilt expects to pull in $500 million in revenue in 2010.

Open social networks, such as Facebook, might build brand lust, but fall short of generating revenue for prestige brands. The ultimate goal of any marketing campaign is to generate reveneues and with only 11 percent of affluent users on Facebook, it’s not worth a significant investment. Prestige brands should take a cue from Sterling and the growth of Gilt Groupe and aSmallWorld.com to grow their image among their target audience.

Read the 2010 social media report:

To date, there are over 400 million Facebook users. That nearly parallels the total number of residents in America and Mexico, combined. We should expect there to be more Facebook users than people in North America in the next three months, given Facebook’s current trajectory. Following on the tails of the world’s largest social network are new, emerging companies changing the game. FourSquare is a location-based social network and brightest star among its emerging peers — with one million users and 20 million “check ins” in its first year. The scope of possibilities for brands to capture these growing social audiences is astounding.

With seemingly unlimited possibilities, marketing leaders are blazing new trails with experimentation and innovation. For marketers, and an interactive agency, to engage consumers, they must take risks and focus on hyper-relevant content, meaningful relationships, multimedia, exclusivity, and Internet ubiquity.  Starbucks leverages GPS to deliver discounts, EA Games enables users to play professional quality games and win prizes without ever leaving the banner ad, digitally savvy politicians are mobilizing support through location-based social networks and we’re witnessing the re-emergence of loyalty programs. For marketers to engage consumers, they must take risks and focus on hyper-relevant content, meaningful relationships, multimedia, exclusivity and internet ubiquity.

The posts below explore the ever-changing marketing environment and how to use it to your advantage:

The Next Generation of Affluent Networkers – For prestige brands that strive for exclusivity, Facebook’s 400 million users is quite an intimidating number. That’s not to say prestige brands should not target social networks, however. Instead of focusing on 400 million, prestige brands should cater to gated online communities, such as Gilt Groupe and aSmallWorld.com. More specifically, purveyors of luxury should target the emerging class of digitally savvy affluent Gen Yers. Learn how affluent Gen Yers will shape tomorrow’s most prestigious social networks.

How Retailers Are Using Social Media to Promote, Sell, and Engage - If you haven’t heard, the buzz word these days is “Foursquare.” A small, New York tech start-up that is on its way to becoming the next biggest thing in social media. Foursquare is a location-based service that allows users to “check in” at places they frequent in their daily lives. By encouraging users to do this simple task, Foursquare is offering a huge draw to local retailers, and helping to bring back the long-outdated promotion tool known as the loyalty program. Not long ago considered an ancient and cliche business tactic, the loyalty program is having a rebirth by way of social media sites like Facebook, Twitter, and newcomer Foursquare.

FourSquare: What the Buzz is About – If you’ve been using social networks for the past few years, you’ve seen how the buzz has shifted from MySpace to Facebook to Twitter and back to Facebook. These seemingly organic shifts between virtual worlds have probably left you wondering what might be next on the horizon. Well, many experts in the digital and social arenas have been keeping a close eye on Foursquare.

Top 5 New Advertising Directions – Advertising is in a transitional period, where marketers are experimenting with innovative strategies and tools. EA Sports, FourSquare, Apple, Sponsored Tweets are just a few advertisers and developers pushing a new mode of thinking in marketing circles — one that relies on social, interactive, valuable and most importantly, fun. Using the aforementioned examples, we’ll build a new marketing model that leverages the benefits of each innovative campaign to provide a glimpse into what advertising might look like in 2-5 years.

Social Networks Across Media Platforms – Social media exists not only on Facebook.com or Twitter.com. Advancements in social media tech, in particular Facebook, enables users across the web to have the utility of their favorite social networks without ever visiting its URL. This social media ubiquity creates a seamless connection to third party sites and enable users to always be connected to their favorite social network — whether they’re at a train stop or reading their favorite blog.

Using Social Media to Rally Support for Politicians – To advance the conversation and mobilize community support, social media is becoming a staple of the political tool box. Facebook, Twitter and other social networks reinforce political messages and fuel offline support. Though Facebook and Twitter have seen several political seasons, emerging social networks, such as FourSquare, are only now beginning to make in-roads into politics.

How to Use Social Media to Improve Your Health - With each advancement in communications, the consumer health and wellness category grows larger and further empowers those seeking a healthier lifestyle. Home exercise was popularized by VHS (think Richard Simmons), On Demand TV channels eliminated cassettes, WebMD put health on the digital map and now we’re witnessing Health 2.0 with the advent of social media.

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Investing in Timelessness
To Gen Y, luxury is an investment. As such, luxury products should be timeless. Not in the way Boomers consider luxury timeless. Unlike its generational counterparts, Gen Y is less concerned with heritage than exceptional quality. Heritage brands, such as Mercedes, might find it difficult to market its spot in history to turn on Gen Y. Instead, luxury brands need to dial-up the longevity, both in quality and style, of its products to make their brand a long-term investment.

“Rational Exuberance”
To justify buying a $10,000 watch or spending $15,000 on a Four Seasons beach getaway, Gen Y rationalize indulgence spending. “I work really hard, and I need to invest in myself,” is the typical rationale for affluent Gen Yers. Sterling also found affluent Gen Yers to be very creative in their rationalization. Luxury brands can take this as a cue to make that “rational leap” for the Gen Y consumer by creating “investment stories.” Answer the question: why does Gen Y deserve this product. This will help them bridge the gap and feel better about spending exorbitant amount of money on themselves.

Equal Opportunity Buyers
In Sterling’s study, he asked affluent Gen Yers to create a collage of luxury brands that represent their parents and themselves. The brand balance was off-kilter to say the least. Only a handful of brands populated their Boomer parents section and their side of the collage was inundated with similar brands, but many, many more of them. This disparity suggests affluent Gen Yers seek more niche brands. Their closets are a mashup of Louis Vutton handbags, D&G belts, Gucci trousers, Armani suits and Dior perfume.

For Gen Y, there is a different brand for nearly every luxury item. The rise of niche luxury questions product expansion opportunities. Are affluent Gen Yers that fall head-over-heels for Empirio Armani suits likely to stay at the brand’s new resort hotel in Dubai? Sterling’s research suggests the fashion brand name will have little effect on Gen Y’s hotel preferences.

All in the Details
The majority, or 2/3 of affluent Gen Yers thrive on “the secret handshake.” In other words, they seek exclusivity by purchasing luxury items only those that are “in the know” would know. It’s about being a member of an esoteric, secret society. A recent study of luxury handbags, featured in Psychology Today, suggests once the price exceeds $300, the logo size is reduced. Indeed, in one of Sterling’s audience testimonials, a Gen Yer said he purchases shirts from a Scottish designer with around three small stores in Europe. With only a small colored tag to identify the designer, he gets gratification seeing others wear the Scottish brand.

Love of the Deal
Part of justifying a purchase is knowing you obtained it through the best deal possible. Sterling found affluent Gen Yers to thrive on deals. In fact, discount luxury providers, such as Gilt Groupe, are thriving. Gilt expects to pull in $500 million in revenue in 2010. Sterling also notes the distinction between deals and sales. Sales cheapen the item. Sales are what you get at Walmart. Deals are what you get a Gilt Groupe.

If there is one main take-away from Sterling’s presentation, it is rationalizing. Gen Yer’s need to rationalize why they indulge and choose a niche brand. They venture to exotic lands on expensive vacations because they’ve worked so hard; they buy only Louis Vuitton bags because they are timeless, both in style and quality; they buy a niche Scottish designer brand because they need to be “in the know”; and they buy it because it was the best deal. Successful luxury brands tomorrow will help affluent Gen Yers justify their purchases and make investment cases for them.

But what is the red thread that connects Howard Stern to Steve Carell? Each influencer, from Howard Stern to Ron Paul, speaks to a specific aspect Gen Y’s life stage. Howard Stern tells potty jokes reminiscent of high school (think 10th grade health class), Steve Carell represents the awkwardness and naivete of college life and the first big job while Steven Colbert takes his comedy to extremes (not so unfamiliar to the latest adrenaline junkie generation).

To find male Gen Yer’s top five influential personalities, we utilized Quantcasts audience analysis and Google Trend tools to determine where Gen Y men travel on the web. The following are the several top influencers Gen Y males look up to:

Howard Stern
The shock jock personality knows how to tap into his twentysomething self. Stern does it so well that 67 percent of visits to HowardStern.com are male and an astounding 40 percent are Gen Yers. You’d imagine Stern’s audience to be more his age; however, his toilet humor and fart jokes (remember Fart Man?) have been passed down to the next generation: Gen Y.

Steve Carell
The Office and 40-Year-Old Virgin star represents the awkwardness of Gen Yers — as they make many firsts, including college and a professional job. The Office is consistently top rated on Gen Y’s favorite video network, Hulu. In fact, 56 percent of Hulu viewers are male and 37 percent (the majority share) are Gen Yers. Carell’s supreme awkwardness and naivete strikes a chord with a generation learning the ropes in college and their first serious job.

Steven Colbert
Did you see the 2010 Colbert Olympics in Vancouver? Turning the camera to the audience, you can see the sea of Gen Yers screaming for Colbert. Colbert’s audience is primarily made up of male Gen Yers. Why? He’s a funnier, more witty version of the Canadian Gen Y favorite, Tom Green (without the gross factor, of course). Colbert’s edgy, I’ll-say-or-do-anything comedy (remember Colbert riding the Canadian moose?) is the shock and awe Gen Yers seek in comedy.

Ron Paul
Social media savvy Gen Yers mobilized support for Republican Primary candidate, Ron Paul. In what is referred to as a “money bomb,” millions of dollars of online contributions poured into the GOP candidates campaign. Nearly overnight, Ron Paul transformed into the internet’s most buzzworthy politician — particularly for male Gen Yers. Ron Paul’s Facebook Group (the admins of which are male Gen Yers), “Congressman Ron Paul for President 2008″ has nearly 50,000 fans and Paul’s fan page, nearly 200,000.

Kevin Rose
Yes, this older Gen Yer created the bookmarking lovechild known as Digg. Rose’s legions of fans flock to digital and offline meetups. Throngs of geeky Gen Y males line-up to pay homage to the social media “underdog” at Diggnation. This successful geek serial entrepreneur is among an elite class of Gen Yers (including Facebook’s Mark Zuckerberg) blazing the next wave of tech.

To read more about Gen Y check out our 2010 Generational Trend Report:

Defining Characteristics

Adrenaline Junkies
Shaun White solidified his legendary status when he became the first snowboarder to land a double cork. He is the Adrenaline Junkie archetype. White lands impossible tricks before anyone else in snowboarding. He follows on the Adrenaline Junkie heals of legendary skateboarder, Tony Hawk. This elite athletic group dates back to Amelia Erhart and the Wright Brothers — some of the first extreme Adrenaline Junkies. Now, the Tony Hawks’ and Shaun Whites’ are jumping out of aircrafts to push the boundaries even further.

Key Facts:

• In 2005 over 25 percent of 16–24 year olds had participated in extreme sports, a growth of over 10 percent since 2003, according to Hospitality.net
• Shaun White’s annual income is around $6 million, estimates industry insiders

Brand Profile: Olympics, X-Games

New Venturers
New Venturers are typically Gen Xers who have left the corporate world (either willingly or unwillingly) to start their dream venture. They are confident in their experience and dedication to make their small business succeed. Gen Xers are often New Venturers — as Boomers want to de-risk their lives for retirement and launching a startup isn’t a wise idea, and most Gen Yers do not have the industry experience under their belt to undertake a small business.

Key Facts:

• Sergey Brin, the co-founder of Google, founded the company at 25 years of age
• 30 percent of today’s workforce (about 42 million people) are either freelancers, independent contractors, part-time or temp workers, according to Money Magazine

Brand Profile: Google, Entrepreneur.com, VentureBeat, TechCrunch

Travelistas
Travelistas are addicted to exploring foreign lands. When they are not booking a flight to a distant paradise, they are hooked to Anthony Bourdain and Andrew Zimmer as they hop around the world — tasting the local flavors and exploring foreign cultures. While Gen Y are the new Adrenaline Junkies, Gen X are New Venturers, Boomers are Travelistas, looking for a little adventure.

Key Facts:

• The majority of Travel Channel viewers (36 percent) are over 50, according to Quantcast.com
• The Travel Channel gets 485k viewers in prime time and is expected to fetch $1 billion in annual revenue

Brand Profile: Travel Channel, Lonely Planet, Trip Wolf

Macro Trend

Freedom: New Way of Creativity — The Freedom trend is about letting your creative spirit soar. Whether it’s posting the coolest design on Tumblr or landing impossible snowboarding tricks. For Risk Takers, life is about exploration and creativity — think new half-pipe tricks, developing a new social shopping startup or sampling Korean kimchi.

Read all of our psychographic trends: