GM, Dell and Nike: Why the Bubble Generation Won't Buy From You

Last night I attended a panel discussion smartly moderated by marketing maestro Guy Kawasaki.  On the dais were six representatives of the Bubble Generation--young connected consumers between the ages of 18 and 24 who represent both your best business opportunity and your worst nightmare.  I came away with some pretty grim epiphanies.

First, BubbleGen consumers will be harder to reach than any prior generation since the invention of language.  Second, they have taken technology to new places faster than traditional marketers (read:you) can cope.  Third, they don't need the old intermediaries to establish their tastes and preferences. 

Here are my interpretations:

• The don't watch a lot TV or employ much traditional media;
• They don't tolerate commercials, and don't have to;
• They are very mobile;
• They are social and private at the same time; and
• They reject overly slick (inauthentic) content and messages.

In short, they don't use the media we use (at least in the same way), they don't want to be interrupted, they don't stay still long enough to engage, they don't want their space invaded and they are turned off by highly packaged pitches.

What are some of the secrets to the way your new consumers do work?

1. Instead of search and sell, they are into "discovery;"
2. They rely more on "alpha consumers" for their buying cues--people they admire, celebrities;
3. They want active interaction, not passive purchasing;
4. They have set boundaries outside of which your pitch is a violation; and
5. All they hear is noise--so quiet down.

What can you do to reach this lucrative emerging market?

1. They are into sharing.  Referral is a form of sharing.
2. They can be reached by "work of mouth," so actively campaign
3. Tap into their social capital fund, be a friend.

GM, Dell and Nike: The Bubble Generation doesn't want to buy from you.  But if they discover you on their own terms, they may invite you into their lives.

Comments

[D. Goodmanson]

Great insight. A lot of Godin's stuff seems to speak to this. BTW- I think you mean word of mouth not "work of mouth". (Unless I'm way off.)