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

Brian Carruthers

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.