the future consumers

We talk about Generation Y – the children of the 68 Generation whom are also called Echo Boomers or Millennium Generation. At kjaer global in London we have focused on Generation Y and the influences, which affect this group of consumers. Their spending power is three times bigger than the previous generation and they are intelligent consumers who want it all right now. We divide Generation Y into three archetypes: Network Nation where youngsters connect with like minded, to share their individuality and common interest. Gender Blur where genders blur as traditionally defined role models evolve and finally Kidult Culture, which comprise young people, half child – half adult, who live playfully, because the traditional maturity is delayed.

Network Nation
These youngsters live in associated cultures that revolve around their personal lifestyle. They experience a new sense of community, based on the advantage of network technology. The new channels of communication influence an extended mobile social behaviour. As a consequence of ‘connective freedom’, young people are building their futures through choosing their environment more deliberately. The association culture can been seen in changing family structures, network practices and mobile connectivity. Through latest technology, youngsters have the opportunity to strengthen existing communities and to build new ones. Diverse global communities of interest are formed, and people find that they are not alone in their particular mindset. As consumers, the Network Nations know about technology and electronic gadgetry, which make life easier for them. Packaging and marketing have to talk their language. Network Nation’s identity is about being at the front edge with the latest technology updates and MP3 downloads. Music is a key word for this group of creative group, who probably work in the music, fashion, advertising or movie line amongst other creative mediums. They love understated fashion, where casual no-logo labels are preferred.

Gender Blur
Gender Blur represents a re-alignment occurring between men and women. Feminisation and Masculisation are influencing young people’s lives. Consequently both sexes alike are affected, and quality as parameter is more decisive than which gender we have. There is narrowing of the distinction between gender behaviour, and values traditionally regarded as female are now shared. Men are no longer defined as being the opposite of women. Gender as an opposite has given way to gender as an overlap and an exchange. Contemporary work and consumerism encourage young men to be more emotionally aware and contribute to higher agreement between genders. As traditional gender roles become increasingly blurred, there is a design opportunity associated with helping youngsters across traditional behaviour gaps. Consumer Gender Blurs want designer labels, services and products, which offer identity, quality and comfort, and the Wellness industry will have further upturn in the future. Identity and appearance are essential for generation Y, who don’t let them seduce by empty promises.

Kidult Culture
The difference between child and adult is blurring as the onset of traditional maturity is delayed. Twenty-year-olds are less likely to commence life-long careers or get married to a partner for life.

Adolescence manifests itself in Kidult Culture – the attitude and behaviour of this group is characterised by that they do what they want when they want it. The traditional indicators of maturity, like parenthood and responsibility, are increasingly postponed, if they are taken on at all. Many Kidults feel like they will never grow up, but suddenly towards commitment time they are forced to grow up very quickly.

With a huge appetite for life and consumption Kidults actively change the nature of activities and expressions associated with their age group as they slowly mature. They take their time in becoming ‘real’ adults. The Kidult group use all their money on themselves. They are often kids of single parents and live at home until mid-twenties – in that way they can delay the pressure about being adults to later.

Expensive habits affect their decisions, and high on the priority list are the essential must haves and latest fun gadgets. Gucci, Fendi, Louis Vuitton and Versace are on top of the menu when we speak about clothes and accessories. Loyalty is low within the Kidult group, because they always look for niche designer labels or new trendy brands. Kidults are living playfully and often they have their parents to pay for their high consumption. They go on holiday together with friends several times per year, and their first car is usual a gift from their parents.

Think as them companies hoping to win the heart of Generation Y will have to learn to think like they do. The question is: Will labels that grew up with the parent generation understand to reinvent themselves for Generation Y?

Anne Lise Kjaer
March 30, 2003