One of the first steps in identifying a target is to establish age range. But there are still many different types of people within each generation. A recent study by Boston Consulting Group has identified six distinct groups within Gen Y. They are:
1. Hip-ennials (29%): cautious consumers, hungry for information, students and homemakers, predominately female.
2. Millennial Moms (22%): older, most affluent, online intensive, committed to working out, traveling, and pampering their children.
3. Anti-Millennials (16%): conservative, won’t spend more for green products, and are too busy worrying about themselves to care about anyone else.
4. Gadget Gurus (13%): affluent, single, wired, and mostly male.
5. Clean and Mean Millennials (10%): cause-driven, green, younger, most likely to contribute content, more likely to be male or Hispanic.
6. Old School Millennials (10%): less tech involved, read the most, older, confident, optimistic, would rather meet friends for coffee than on Facebook.(Mahoney, 2012)
What surprises you most about these findings? Is it how few Gen Yers are actually green? Or the fact that any of them like to read?
Mahoney, S. (2121, April 16) Gen Y Dissected: Six Types Of Millennials. mediapost.com Retrieved April 19, 2012, from