Youth are the target
If our business is all about making change happen, then this excellent film from Brazilian research group BOX 1824 is a must watch – showing us how the youth in society are, and have always been the catalyst to big changes. So maybe when we launch new products and write new copy we should first stop and think about how we can get at this target group before the rest.
When we start to dig in, we can see that Generation Y is in fact a complete change from the youth (and generations) that have preceded them; the article ‘Why Gen Y is Better at Your Job Than You Are‘ by Penelope Trunk tells us that…
now that most people are knowledge workers and not semi-skilled workers, we need managers who inspire, motivate, and encourage collaboration-managers, even, who care about the well-being of their employees and strive to make the workplace meaningful. And that’s not a corporate world where the older set is generally comfortable.
So, yet again, the younger generation is changing society and culture and we must look to them to create the changes we want for the future.