Their spending power and cultural dominance are unrivaled in American history. This group is where your future profits and salary are going to come from. Gen Y's ?elders? have already graduated from college, while the youngsters are at home watching DVDs or chatting online.



Many marketers have already cultivated brands that cater to Gen Y's teen demographic. For example, People magazine have a version just for teens: Teen People; clothing lines like Pacific Sunwear and Lucky Brand Jeans are designed for teens; and entertainment like MP3 players come in cool colors geared toward teens and young adults. These companies that target Gen Y have grown and are growing by leaps and bounds.

If you want to get a piece of the Gen Y pie, here are some tips to follow:

Appeal to how they make decisions. Gen Y like many generations before them, makes decisions based on their peer's recommendations. But the difference is that they are more socially conscious than former generations. They want to donate time and resources, they get involved and give to the community, and they know of or participate in, a nonprofit.

Support a cause. In a survey by Cone/Roper in 2000, they found that 91 percent of teens value companies and products that are linked to good causes. In addition, 89 percent of teens said they would likely switch brands to one associated with a good cause.

This demographic has lived through Presidential scandals and Sept. 11. After seeing these events, they are much more motivated to give back to the community. If you support a cause, and tout that in your marketing campaign through postcard printing or other methods, you'll win Gen Y dollars and their loyalty.

Speak to their diversity. Gen Y is also amazingly diverse. About one-third are minorities ? primarily African-Americans and Hispanics. Since they are used to seeing diversity around them they are quite tolerant. One in four teens lives in a single-parent home; almost all high school students know at least one person who is gay. None of these situations bother them. If you use postcard marketing techniques to try to reach them, be sure to use photos that include all races or all types of families.

Speak directly to them. Don't treat them like kids ? they have their own money, their own televisions, their own computers ? they are much more in control of their entertainment options than previous generations. Teens are very aware of what's going on around them, and can Google something so fast that they don't need an explanation from you. Speak to them as you would any intelligent person.

Be honest. This generation has grown up seeing sophisticated ads ? they are already skeptical of what advertisements say. Teens walk to their own beat and are easily disappointed by adults that lie to them. Once they're burned by your false promises, they are highly unlikely to return. Don't even risk it ? be honest in all your marketing message.

Be technical. Gen Y is the most digitally sophisticated generation yet. About 90% of teens have a home computer, and half of those teens have Internet access. Also, more than 50 percent of teens have cell phones. That's more than 12 million people you can reach through text messaging. Also about 25 percent of 18- to 24-year-olds can access the Internet through their phones. You need to develop a Web site, if you haven't already, and if you use postcard marketing to draw in business, be sure your Web site address is on there for teens to look you up in the way they feel most comfortable. Ask your postcard printing company if they can use a metallic color for your Web site address, or emboss your Web site address on your postcards and other materials so that Gen Y will be sure to see it.