Finding the Y: Guest Opinion

We are Gen Y and the “why” is how you need to rethink everything you know about marketing because we’re a cohort over 80 million strong in the U.S. alone, who, by the middle of the next decade, will constitute over a third of the workforce.

Born between 1976 and 2001, we currently represent $200 billion in purchasing power and, collectively, we are expected to generate $3.4 trillion of purchasing power over our lifetime. But far beyond numbers and spend, our real power is an unprecedented influence on the opinions and behaviors of each other and the rest of the world. It’s this influence that makes us the holy grail of consumers.

So, as a financial institution, how do you win loyalty from the least loyal generation ever? With the new rules of marketing still being redefined, it’s no easy feat. If you want to wow and woo us, here’s where you should start: