December 10, 2010
Gen Y Loves Pix. Give Them What They Want with Variable Imaging.
If you’re marketing to Millennials, Echo Boomers, or Gen Y, you’re reaching out to folks born anywhere from the mid-1970s to the early 2000s. Research from Marketing Sherpa gives you good reason to test the power of variable imaging in your next direct appeal to this group.
Kit Yarrow, Chair of the Department of Psychology at Golden Gate University, spent a year researching the generation born between 1978 and 2000. She conducted focus groups, online surveys, and one-on-one interviews. Among other insights, Dr. Yarrow came up with the following five psychographic traits of Gen Y:
- Visuals and symbolism resonate with Gen Y.
- Gen Y wants to be appreciated and understood.
- Innovation attracts the attention of Gen Y.
- Gen Y wants faster processes.
- Gen Y craves drama and emotional connections.
The first item – the appeal of visuals and symbolism with Gen Y – is reason enough for us to recommend testing variable images with this audience. Add the “me” emphasis of the second finding to the love of innovation found in point three, along with the quick intake needs of number 4 and the dramatic, emotional impact that only an image can communicate and .. well, we think the sum adds up to variable imaging.
Here’s an additional thought. This holiday season surely evokes a special nostalgia within an age group for whom the forecast once looked “good for all time,” but who now must deal with economic uncertainty and the notion that things may never be the same again. Now that’s an image ..
Check out the many options available with variable images on our website.
