Brown - The 5 myths of generation y exploded how to cut through the hype in 2015 and understand this 10 trillion market

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Smashwords Edition

Copyright 2015 by Graham Brown. All rightsreserved.

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This ebook is licensed for your personal enjoymentonly. This ebook may not be re-sold or given away to other people.If you would like to share this book with another person, pleasepurchase an additional copy for each recipient. If youre readingthis book and did not purchase it, or it was not purchased for youruse only, then please return to your favorite ebook retailer andpurchase your own copy. Thank you for respecting the hard work ofthis author.

www.totalyouthresearch.com/ebook-download

Hello, this is Graham Brown from Total YouthResearch .

Thank you for taking the time to download mybook.

I've been researching the youth market forover 15 years in 65 markets and I'm going to give you theopportunity to download some of that knowledge.

If you find engaging Gen Y a challenge.

If you get frustrated about the fast-movingyouth technology landscape.

If you are confused by the ever-expandingsupply of information out there about Gen Y and millennials.

Don't worry.

So is everyone else.

My job is to help you focus on what matters,right now.

My job is to explode the myths, clear out theBS and point you in the right direction. That's what brands likeMTV, Vodafone and Disney have been paying me to do for the last 15years.

Well, I'm sharing this information with youfor a lot less than these guys because pay me for 2 reasons.

Firstly, and selfishly, I'm hoping some dayyou might pay me too, buying some of my publications. But I don'texpect you to do that off the shelf. I need to prove myself to youfirst, right?

Secondly, I believe that by exploding thesemyths we can create change. Not overnight, but one company, onebrand at a time. Slowly but surely, whole industries are cominground to a new way of engaging the next generation of customers.And it's exciting.

So, let's talk about what I can do to helpyou right now.

In my years, I've seen a lot of conflictinginformation out there in the market but none of it deals with themyths about the $10 trillion Generation Y market.

It's often because of these myths marketingbecomes less effective, more expensive and a hit-or-miss process.Having a good understanding of why many widely-held Gen Y beliefsare myths will, however, improve your marketing ROI, customerloyalty and also your product launch success rate.

Let's look at that again.

Why get Gen Y right from the get-go?
* Increase your marketing ROI
* Increase customer loyalty
* Improve product launch success rate

I think those are 3 good reasons to read on,right?

So let's start at the top and look at how youcan get Gen Y right from the get-go.

So, who exactly are Generation Y?

According to the widely accepted definitionfrom Wikipedia: Millennials (also known as the MillennialGeneration or Generation Y) are the demographic cohort followingGeneration X. There are no precise dates when the generation startsand ends. Researchers and commentators use birth years ranging fromthe early 1980s to the early 2000s.

In summary:

* There is no strict definition of GenerationY
* They are born between early 1980s and early 2000s
* Gen Y is anybody today aged between 10 and 29 years old

First up, we learn that there is no consensusas to who they are or how old they are. It's just a roughapproximation of years to describe, essentially, young peopletoday. Which in itself is interesting because what I find in myresearch is that if you replace "Gen Y" with "youth" or even "GenX" you get pretty much the same result.

And that's a good starting point tounderstand that much of what is said about Generation Y is a myth.That's why I'm here. To explode those myths and cut through thehype.

Generation Y are often misunderstood becausethere is no real definition of who they are - they're just "youngpeople".

So they get misunderstood. Not just by theirparents and society at large but by consumer insights managers,marketers, brand owners, content providers and other execs.

So let's start at the top and look at each ofthe most pervasive myths and get you mainline access to the rightinsights.

And this is daddy of all the Gen Y myths:

Youth are Cheap...

But first, here is some background reading toget you started on Gen Y. I'll share this every chapter to give youthe ability to deep dive into each subject.

Wikipedia definition of Gen Y /Millennials

http://en.wikipedia.org/wiki/Millennials

What comes next after Gen Y?

http://www.washingtonpost.com/wp-dyn/content/article/2008/07/05/AR2008070501599.html

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Naming the Next Generation

http://usatoday30.usatoday.com/money/advertising/story/2012-05-03/naming-the-next-generation/54737518/1

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Trend Ticker: Ahead of the Next Wave

http://adage.com/article/american-demographics/trend-ticker-ahead-wave/44208/

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Are Today's Youth Really a LostGeneration?

http://www.theatlantic.com/business/archive/2011/09/are-todays-youth-really-a-lost-generation/245524/

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Generation Y: Comparison between Asia and theRest of the World

http://talentsmoothie.com/sbd/wp-content/uploads/2012/07/Asia-GenY-Report.pdf

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The Me Me Me Generation

http://time.com/247/millennials-the-me-me-me-generation/

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Generation Sell

http://www.nytimes.com/2011/11/13/opinion/sunday/the-entrepreneurial-generation.html?pagewanted=all

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Generation X and Y: Who they are and whatthey want to be

http://www.governance.com.au/board-matters/fx-view-article.cfm?loadref=2&article_id=EB2FC50B-8C97-4666-861D7BB0EEF306AF

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The Millennial Muddle: How stereotypingstudents became a thriving industry and a bundle ofcontradictions

http://chronicle.com/article/The-Millennial-Muddle-How/48772/

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Millennials: The Most Diverse Generation

http://newsroom.blogs.cnn.com/2012/07/10/millennials-the-most-diverse-generation/

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Don't we just hear this all the time?

When we hear this myth getting bounded aroundbrands, it manifests as the following:

* Discounts, offers and promotions
* A focus on price and a race to the bottom
* A focus on low value products

If you believe youth to be cheap, you end upwith marketing strategies that attract an easy-come-easy-gocustomer. They jump on board with your latest offer but then leaveyou for the next one around the corner.

Nobody wants to be playing this game but it'sone that draws us in when we believe the myth that youth arecheap.

So, time for a Gen Y reality check becauseit's the most successful brands of today - brands like Starbucksand Apple that are able to engage millennial and price themselvesway above the market average. Contradiction?