Gen Y discovers romance
If you think the young consumer is a lost cause, think again.
Look beyond the body piercings and you'll find the late-teens-and-early-20s
crowd is idealistic and conservative when it comes to love and
marriage, more so than their Generation X predecessors and especially
more than their Boomer parents, says an article in American Demographics
The Gen Y profile: They want to get married young,
and they place a priority on staying together for life. Fewer
want to live together before marriage. They're reviving the traditional
wedding ceremony long white dress and a church full of
people. (The difference is many pay for the weddings themselves
and they make the celebrations very personal.) They also place
family on the same priority level as career, which these days
means many will take advantage of home offices.
They may sound old-fashioned, but beware of marketing to them
in an old-fashioned way, the article says. Ads featuring "the
husband, wife, two kids and the white picket fence" won't
work with this crowd they like tradition, but they're not
by Stacey King
Copyright © 1999 by Bond Communications.