Marketing and all things related

While we hesitate to stereotype a generation, Gen Y girls just wanna have fun. These 12 to 24 year old females multi-task like crazy, and expect some kind of continuous interactive entertainment. The Los Angeles Times characterized 14 year old Julia this way: “She uses the phone to text-message friends more than call them. When she's not texting, she's surfing iTunes or watching TV or exchanging rapid-fire AOL instant messages on her wireless laptop. Or she's doing all three while fending off her mother's steady stream of inquiries about what exactly she's doing.” But it is not just mom that cannot keep up. Advertisers are perplexed as well. These girls admit they are influenced by television, but peers usually set the agenda for what’s hot and what’s not. Gen Y girls are brand conscious, but brand loyalty is another matter. Your branding message has a half life of about 15 seconds. On the positive side, these young women are more facile with technology than their male counterparts. If you message is digital, you will reach them. But speak up quickly! You can read more about Julia and her friends from the Los Angeles Times.