The Millennium Generation are by far the most media savvy generation around. They live in a hypermediated world surrounded by their Ipods, hundreds of TV channels, YouTube etc and they don’t fall for gimmicky, fake advertising. They can smell a product lie a mile away. Need an example? Check out the video below from the girls at 3iying, a marketing strategy firm started by a few super smart teenage girls who are sick and tired of insulting advertising hype. Their call for honest, clear advertising is right on. Traditional ad agencies are panicking to try to reach this generation and these girls make it pretty clear that the efforts aren’t working.
So how do we reach this generation? We engage them in dialog. Talk WITH them not AT them. We use transparent advertising that doesn’t rely on gimmicks but, instead, tells them the true benefits of a product or service. We give them ways to talk back and we actually listen!