We got a crush on you(th)! involving influential Gen Y'ers from 15 global cities to learn why something is cool

Simona Sbarbaro, Joeri Van den Bergh, Elias Veris and Tom De Ruyck
MTV Networks, Italy and InSites Consulting, Belgium

IT’S SO UNCOOL TO THINK YOU’RE COOL

At the end of the 1980s and start of the 1990s youth marketing was on the rise. Marketers were in search of new segments and target groups to conquer and to them the young consumer was a rather easy target. If only you shouted hard enough through specific youth media like MTV that you ought to use brand X to be a cool hipster or sexy chick, your success was guaranteed. Commercial media were relatively new, global brands were by definition cool and young people loved to submerge in consumerism. Buying stuff made them feel independent and grown-up. And yuppie culture endorsed the glamorous appeal of brands that dictated how to dress, behave, walk and talk.