Mind Your X's and Y's: Introduction, By: Lisa Johnson

Introduction:

General Summary- Generations X and Y can be combined and called the “Connected Generation.” Many of the people in these generations are early adopters and respond well to new technologies and innovations. Much of the old advertising does not work on these savvy generations as they tend to tune out messages that do not concern them. Johnson claims that the Connected Generation uses five criteria (experience, transparency, reinvention, connection, and expression) when making purchases and life decisions. She says marketers and advertisers should keep these qualities in mind when selling to this generation. Johnson states “The 10 Consumer Cravings” that drive the market and will explain each one more in depth later in the book.

Specific Sections to consider-

p.3 – Under “The New Consumer Playground,” Johnson describes that the old market was a structured, like a playground. There were rules and methods to follow. She says that now the market is changing and that it is “living, breathing, and constantly evolving.”

p. 4 – Under “Introducing the Connected Generation,” Johnson claims that what links Gen X and Gen Y (the connected generation) are their attitudes and worldviews.

p. 5 – Under “X and Y Lead the Charge,” Johnson describes these generations as major multi-taskers which effects the way they view advertising. Also, as they grow older, many of the people in Gen X and Y are becoming the business leaders of today. This means that even B2B marketing and advertising will change.

The Five Essential Criteria-

Experience – Members of the Connected Generation want more adventure and crave adrenaline in all that they do. Johnson gives the example of many people wanting to volunteer their time at soup kitchens rather than hand a check to a faceless charity. People want to actively participate in something and be able to tell stories. “In the new playground, experience is currency,” Johnson writes on page 8.

Transparency – Before, people were concerned with hiding their flaws and only promoting the best sides of themselves. Today, people crave transparency, something more realistic. Johnson sites Jackie Huba as claiming that the increase in the number and frequency of bloggers is related to this desire for transparency. Bloggers talk about brands and share their ideas and link to each other. People want the truth and many blogs are dedicated to holding the media accountable and uncovering scandals and wrongs. They monitor the community and report if something is wrong and demand a solution.

Reinvention – People want what is “new, better, faster and more efficient.” If a product does not work, they will move on (fast). This generation is constantly looking for what is new and different.

Connection – Johnson says it best- “The new market runs on cooperation. It’s about people blending their talents and perspectives to improve the experience for everyone” (P. 11). Marketers and advertisers used to focus on simply communicating to the customer as a one-way form of communication. Today, it should be more of a conversation because people want to participate in the market. People want to share and there is power in this. Connections of people can be very influential.

Expression – Johnson says that the saying, “Anything is possible” drives the new market. People are willing to do almost anything to succeed or experience something new. Personal expression is also big in terms of how a person presents him/herself to the world. Everything from the type of car you drive to the ring you wear is carefully decided to express something about yourself.