Marketing Communication Strategies for Generation Y – Millennials

Abstract

The marketing academics and researchers have studied members of Generation Y, recognized as Millennials who are born between the late ‘70s and middle ‘90s. This particular interest for research of Millennials continues due to questions concerning buying habits, consumer psychology and other related specifics, shaping this group as noticeably different in various means from its predecessors.

Generation Y is a distinctive and dominant consumer group whose behavior, habits and consumers’ psychology is often discussed but not fully comprehended yet. Severely influenced by the technology revolution, the digital media development and the Internet, this market segment has developed differently from previous generations making it an interesting group for targeting for advertisers and brands. At this point, Generation Y is the largest market segment; hence the increased interest in categorizing and understanding characteristics of Generation Y from marketers. A contribution to the marketing theory and industry can be made with this paper, providing useful data for the consumer behavior of Generation Y, deeper understanding for their buying habits and consumer’s profile and most importantly media preferences as a basis for deeper and qualitative consideration of this marketing segment.