One Love
Gen Y celebrates diversity.
One in three Gen Y'ers are members of a minority group. On issues of interracial dating, religion and homosexuality, we are more liberal than previous generations. In fact, we are the most likely of any generation to self-identify as liberals. Our size, ethnic background, and opinions on diversity are greater and more open than previous generations in the United States. 91% of us believe in interracial dating.
My generation was the generation who had a large part in electing Barack Obama to office. According to CNN's exit polls, 66% of 18-29 year olds voted for him. We didn't see him for his ethnicity, he became the choice of Gen Y voters because he asked us to join a movement for change, not simply to vote for him.
Increased diversity leads to increased diversity of tastes in music, movies and books. For example, music genres started blending together: Taylor Swift and T-Pain teamed up while Akon teamed up with David Guetta. Fashion trends have evolved - cardigans and boat shoes aren't just for preppy yuppies anymore - the trend has transitioned through urban and mass America. Skateboarding also rolled into urban America. Van's song by the Pack and Lupe Fiasco have taken skateboarding to the streets of his community.
You can find this diverse music on our iPods. Gen Y is defined by the content on our iPods. My generation is more likely to judge someone by what songs are on their iPod or what cell phone model that they have than by the color of their skin or what country they were born in.
Music and fashion are aspects of our identity. In spite of the differences according to local community, there is a 'culture of youth,' a sense of community united by age group. A set of cultural references related to contemporary events, to the media, to fashion. There is a common language and way of expressing one self. My generation uses music and fashion to set ourselves apart and create an identity. Now that music genres are morphing together and fashion trends are transitional through all cultures - there is no one style associated with specific cultures. It's all about the music that moves you and the clothes that help you create an identity.
Embrace our acceptance of diversity by showing Gen Y that your brand is diverse. Brands and products that once only fit into a certain group or niche have now spread into many groups and niches. Although Gen Y believes in community, we also like to be independent and see ourselves as individuals, we no longer refuse to purchase something because we think a certain group would purchase it. We will take your brand and make it our own. Take advantage of this and engage a larger group of the 20 somethings and teens.
The "Y Award"
Each week the Premise team will be giving out our coveted (hey, we think it's pretty cool) "Y Award" to a brand that has successfully captured the attention of these youngsters. This week's award goes to:
Lucky!
Their brand stands for many of the things Gen Y'ers stand for: independent thinking, individual style and a feeling as authentic as love. Aside from waht the brand stands for, the brand also comes out and engages Gen Y with social media, social causes and marketing themes that differ from many other global brands:
- In the fall of 2008 they launched the 'Lucky Few' marketing theme - it features young creative talents from the worlds of art, music and social activism. These are things that Gen Y cares about.
- In the spring of 2009 they began holding more events at their retail stores featuring local artists and musicians.
- They are focused on becoming the neighborhood jeans store again.
- They have a G.I.V.E. LOVE initiative that is meant to inspire associates to G.I.V.E by Getting Involved, Volunteering, and Enjoying the feeling of giving back to their local communities in a variety of ways. Some of the programs they have participated in are the Susan G. Komen, Race for the Cure; camp counselors for Camp Harmony; and a food drive for Fred Jordan Mission.
- The Lucky Foundation: it is committed to bringing happiness, comfort and hope to disabled children and has successfully raised $6 million through their annual Black Tie & Blue Jeans Gala.
- They have almost 30,000 fans on Facebook
- They have almost 4,000 followers on Twitter
So, next time you need a pair of jeans or hip, vintage-inspired clothing, head over to one of Lucky's 110+ stores nationwide, one of their three international stores or their website! We doubt you'll be disappointed.
Links
Lucky Website
Facebook Page
Twitter Page
Make life easy and bookmark this page - so you can follow along for all 10 weeks!
The ABC's of Y and Z
-Jocelyn Fielding, Account Coordinator/Gen Y Contributor
Lunch Today: Pesto Chicken Sandwich
