Connecting with the Swollen Generation

Monday, April 28, 2014

gen yConnecting with people is how organisations can best market their “product”, whether the product is something traditional like cars or drinks, or something more service oriented like education, spirituality, or aid and development. Marketers know that if you can connect with the people you product is aimed at you stand a much improved chance of gaining market share.

A new group of consumer has emerged amongst the youth of Australia, which has been termed the ‘Swollen Generation’. This article by Colin Jowell looks at this unique group of people and what it is that appeals to them.

It is a challenging idea, as the three things a product needs to incorporate is:

Ego – making the consumer look good
Ease – minimum effort, maximum response
Evidence – the results need to be obvious

How to market within this paradigm things like a permanent life-change, assisting the less privileged in far off lands, or committing to a 4 year education process can really stretch one’s creative bent. It would be easier to just ignore or pass the buck, claiming that these people just need to grow up and stop being so selfish. But as Jowell says,

“…trying to fight this phenomenon seems fairly futile…we might as well accept we are dealing with adults, making their own decisions, and we would be better off understanding what it is in our brands that may resonate with this audience”

So the question hangs in the air, Are you going to ignore this group, or are you going to make the effort to reach them with your product or service?

The Avondale Business School can advise your organisation on being effective in these areas – find out how by contacting Warrick Long at the Avondale Business School.

E: [email protected]

P: 02 4980 2168