Engaging Generation Y: How to reach a marketing-savvy age group

Brian Carruthers
Warc

The latest Smartees breakfast session from InSites Consulting's London office focused on the topic of how brands can go about engaging Generation Y, or Millennials, a group that tends to have an aversion to traditional marketing methods.

InSites co-founder Joeri Van den Bergh started with an illustration of just how different Generation Y is. Fashion discount retailer Forever 21 is the current hot shop for the young, with new stores attracting thousands of shoppers. Why? Well, uniquely even for the fast-changing world of fashion retail, collections change on a daily basis as Generation Y are stimulation junkies and need reasons to return to the store.

More established stores are responding in a similar fashion: H&M changes its collections monthly and rearranges store layouts and design every week.